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01/02/2007 |
Kitty Dwyer talks to People Tree’s Safia Minney about fashion with a heart
.jpg) 2007 looks set to be the year for ethical fashion. Last year put it firmly on the agenda, with Natalia Vodianova modelling Edun, a new label inspired by Bono and his wife Ali Hewson, and new ranges from leading high street retailers. It seems the consumer has an appetite for the environment, and eco-friendly and Fairtrade fashion is starting to take a hold on the market.
At the heart of this movement are People Tree, who were instrumental in helping change Fairtrade fashion’s image from ‘brown and frumpy’ to ‘fashion with a conscience’. Founder Safia Minney tells me: ‘Our media features and product placements doubled in 2006. Our products fit in and match other labels in women’s magazines on look and price - and yes, we did help Fairtrade fashion break out of the ‘niche’ mould, and take it into the wider realm of mainstream fashion.’
.jpg) Safia Minney and People Tree were early pioneers of ethical fashion, with actress Sienna Miller an early supporter and model for the brand. Now along with Stella McCartney and Kate Moss, People Tree have developed their own capsule wardrobe for Top Shop, which is being launched during this year’s Fairtrade Fortnight. The range will include tunics, bubble tops and racer-cut vests, and given Top Shop’s fashion-driver status it’s definitely a coup for Fairtrade fashion. ‘The collection ties in with this year’s Fairtrade theme, Change Today, Choose Tomorrow’, says Safia. ‘We’ve had People Tree products in Top Shop stores for a year now but we’re very excited to have our own range.’
Safia, who recently returned to live in South London, set up the People Tree label when she and her husband James were living in Japan. She launched the label there in 1997 before a UK launch five years ago. At the heart of the organisation’s work is re-investing in small-scale producer groups and supporting community development work, and Safia herself is a leading spokesperson on Fairtrade issues. ‘Middle Class Miss England is now being challenged when she buys her free-range and organic food to do the same with clothes. Climate change and social welfare are big issues and fashion is part of an environmental lifestyle.’ She continues: ‘People Tree make it easily accessible for people who don’t know the issues inside out but want to support them if the goods are available. For some time the fashion kudos of the high street bargain has dominated. It’s been fashionable to wear incredibly expensive brands with disposable brands and think that’s OK. It’s hard when prices are in general getting cheaper.’
But Safia has a strong belief in the power of the consumer. ‘British customers are highly effective at creating change and they got Fairtrade coffee stocked on the supermarket shelves.’ She encourages people to think carefully before they buy. ‘When you buy something, I would like people to go back to first principles, and consider whether you need to buy a thing at all. Then ask yourself if you could wear something recycled. If you are buying, you should take the trouble to write to the retailer and ask about their ethical trade initiatives.’
I asked Safia how she felt about all the high street retailers who are now introducing eco ranges. ‘Well, it’s a start, and I hope pioneer brands go much further. However, it is difficult if the prices are cross-subsidised as opposed to being 100% Fairtrade – that can ultimately be very confusing for the consumer.’
What then would Safia ask of the consumer? ‘I would love people to buy a couple of products from People Tree or other Fairtrade providers in each of their collections. That would really send a message out, if people were wearing and expressing their values.
Fairtrade Fortnight takes place from 26 Feb - 11 Mar 2007.
www.fairtrade.org.uk
People Tree Top Shop Range will be available in the Oxford Circus Branch and selected Top Shop branches, as well as at topshop.com from 26 Feb
A full People Tree range is available from www.peopletree.org, 0845 450 4595
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