People Tree
People Tree is a fair trade fashion brand founded by Safia Minney and James Minney, with roots in Tokyo in 1991 and a UK company established in 1994. It is known as a pioneer of fair trade and organic clothing.
| Founders | Safia Minney and James Minney |
|---|---|
| Origins | Tokyo, 1991 |
| UK company | People Tree Ltd, 1994 |
| Certification | WFTO Fair Trade product label |
| Website | peopletree.com |
What is People Tree?
People Tree is the trading name of a group of fair trade businesses selling clothing, homewares and food. It is widely regarded as one of the pioneers of ethical fashion.
History
Safia Minney founded the environmental organisation Global Village in Tokyo in 1991, which grew into Fair Trade Company KK. People Tree Ltd was founded in the United Kingdom in 1994, and the businesses were brought together under People Tree Fair Trade Group in 2007. The UK trading company entered liquidation in 2023, while Fair Trade Company KK continues to operate in Tokyo, and the People Tree trademarks were transferred to new ownership in 2024 and 2025.
Products and positioning
People Tree became the first fashion company to receive the World Fair Trade Organization Fair Trade product label. Its range centres on womenswear made with fair trade producers, alongside accessories and homewares.
Distribution
At its peak the brand was sold in around 500 stores, including ASOS, and through its own online shop, with markets including the UK, Europe, the US, Japan, Australia, New Zealand and Scandinavia.
Why it matters
People Tree helped define fair trade fashion as a category and showed that certified, transparent supply chains could be applied to clothing at scale.
Frequently asked questions
Who founded People Tree?
People Tree was founded by Safia Minney and James Minney, starting with Global Village in Tokyo in 1991.
What is People Tree known for?
People Tree is known as a pioneer of fair trade fashion and was the first fashion company to receive the WFTO Fair Trade product label.