The Innovation

The Fair Trade Company (FTCo) in Japan and its UK branch People Tree have successfully demonstrated that fair trade is also possible in the fast-moving, highly volatile fashion and garment industry. People Tree’s image builds as much on being fashionable and “high street” as on the fair trade reputation. Thanks to its classy mail order catalogue and own shop in central Tokyo, the brand has been able to move out of the fair trade niche and appeal to the broader masses.

FTCo has played an important part in raising consumer awareness and building a strong fair trade movement throughout Japan. The number of fair trade shops is increasing yearly and FTCo works with a rising number of those that retail Fair Trade products professionally and attractively. People Tree is currently developing a Fair Trade fashion shop concept for the Japanese and British markets. In addition, Safia Minney spends large amounts of her time talking to conventional companies and convincing them to take on fair trade products. In 2003, FTCo’s sales reached USD 5.6 million.

Next to the success on the sales and marketing side, FTCo has gained a reputation for building strong linkages to its suppliers in developing countries and is a key mover in the International Fair Trade Association (IFAT). The producer groups highly value the product feedback, design input and advice on quality, market trends and pricing given by FTCo’s producer support team with “Japanese detail orientation”. In addition, FTCo links producers with welfare programs. Through the “Market Exposure Program” representatives of the producers are invited to meet customers and buyers in Japan and UK to understand the importance of packaging, quality and timing.

FTCo is also placing a strong emphasis on ecological clothing by supporting organic cotton projects and controlling the dyes and materials used by its producers.