We all know Emma Watson for her unbelieveable god-given acting talent, but little are aware of her contribution to an organic clothing line.
Back in 1991, the idea spawned by Saffia Minney starting with Global Village in Japan, an environmental campaign. In 1997, a ecological fashion line was finally under way and in the marketplace, starting with Japan and soon following in the United Kingdom in 2001 and then wholesale stores began all over Europe in 2004. This earned Saffia the “Outstanding Social Entrepreneurs” award by the Schwab foundation and after many more awards, Emma Watson knew she had to get involved with this cause. As a fashion celebrity icon, she has involved herself in personally designing an entire collection for Spring 2011 which is being currently launched. This is actually Emma’s third time designing an entire collection for People Tree since becoming a partner a few years ago. You can see Emma posing as the model for several new advertisements to promote this spring’s clothing launch.
Its a simple but genius idea. In the words from the company itself, “For every beautiful garment People Tree makes, there’s an equally beautiful change happening somewhere in the world. We like to think of it in terms of our little shoots-and-roots motif. We provide you with exclusive fashion – the shoots – while at the same time we work deep down through the roots, improving the lives and environment of the artisans and farmers in developing countries who work to produce it. It’s Fair Trade throughout. Simple.”
People Tree fashion works closely with 50 Fair Trade groups in 15 countries so they can bring benefits to people and the planet at as many steps of the production process as possible – growing cotton, weaving, dyeing, embroidery, stitching etc.
This has had a great impact, in helping alleviate poverty in the world’s most marginalised communities by providing jobs & a market.
They are continuously pioneering ecologically sound methods of production to minimize environmental impact. Not only is most of their cotton certified organic and Fairtrade, all the clothes are dyed using safe and natural dyes. They source as many products as they can locally, choosing natural and recycled products over toxic, synthetic and non-biodegradable materials.
Their garments are beautiful, safe and each one has a story; a personal story through an organic craft of triumph from the people who produce it.
Trendy, classic, sophisticated, eclectic, no matter what your personal style is, People Tree has all realms of statement fashion to choose from. You can view their story further or collections at www.peopletree.co.uk