Did You Know Fair Trade Can Change The World?
Vogue Japan (31 May 2007)- -Focus on People Tree
Did you know that your shopping can save the world!? Here is how Fair Trade works.
Even though we hear the word often these days, Fair Trade is not as popular in Japan as it is in other countries. Learn more about it and find out how to shop in a ‘people- and eco-friendly way’.
Text: Rutsu Tobii
Editor: Maki Hashida
The European Fair Trade market expands annually by 20%
No woman can spend a day without shopping. Women shop on weekends, buy coffee at cafes on the way to work, and even enjoy shopping at home online and via mail order. Just imagine how long a week’s shopping list can be. By paying attention to where we shop and what we buy our daily shopping activity can become a tool for changing the world. While the number of Fair Trade supporters in Japan is slowly increasing, in Europe, where this market grows annually by 20%, Fair Trade is considered trendy.
Fair Trade means to trade goods produced in developing countries for a fair price. When purchasing Fair Trade products, we create job opportunities for rural people in developing countries in Asia, South America, and Africa and by doing so help them to achieve economic independence and to better their lives.
Fair Trade grew out of a development scheme implemented in the 1960’s, which involved a number of European countries and used trade as a development medium. Fair Trade standards are set by IFAT (International Fair Trade Association), an international network of Fair Trade organizations, and FLO (Fairtrade Labeling Organization), which certifies Fair Trade products. A wide range of Fair Trade products, including foods, garments, and handicrafts are available through Fair Trade shops and mail order catalogues. Fair Trade coffee and fruit sold in department stores and supermarkets are clearly labeled with Fair Trade certification labels to make it easy for consumers to recognize them.
Fair Trade fashion takes a year to produce
In the UK, where around 80% of the population is familiar with Fair Trade labeling, since March 2007, 242 local councils have been recognized as ‘Fair Trade towns’. This means that they actively promote Fair Trade products over non-Fair Trade products. Marks and Spencer’s, a department store found throughout the UK, promotes Fair Trade and now only stocks teas and coffees that carry the Fair Trade certification label. Despite the fact that Fair Trade products are fairly expensive, the majority of British consumers are opting for Fair Trade.
While the Fair Trade market has yet to expand in Japan, Fair Trade fashion is getting a lot of attention. Clothes from People Tree, a Fair Trade brand established in Japan by Safia Minney, originally from the UK, are worn by celebrities such as Sienna Miller. The brand is stocked at high street shops such as Topshop, it is competing well against mainstream brands, and is well recognised as a trendy brand. However, People Tree’s Fair Trade fashion stands out in the crowd as it is produced by the hands of around 2,000 producers from 20 different countries, mostly Asian countries. It takes more than double the time and labor to produce garments for People Tree’s collection than it does to produce a standard collection.
Products are developed in collaboration with producers, this entails frequent communication which is why it takes over a year, from planning to delivery of the goods. Each producer group has their own skill proficiency and understanding of quality. Our staff visit producers at least once a season to discuss how to improve quality. It is not a one-off project, but a long-term partnership says Michiko Ono, Public Relations, People Tree.
Profits used for schools and vocational training
Through mutual understanding and efforts between producers and buyers, Fair Trade fashion can provide numerous job and training opportunities. In the 1990’s when machine weaving was introduced to a village in Bangladesh, a number of hand weavers lost their jobs and workshops were closed. In response People Tree launched a rescue project, so far 90 weavers have been able to resume work. Profits from the sales of their products do more than pay their wages, part of the profits are allocated towards providing schooling and nursery facilities. The profits are also used to buy text books and uniforms for children, and to offer vocational training.
Our biggest challenge is to maintain the size of our orders as this is directly related to the number of artisans we can employ. It is therefore crucial that our products sell. To achieve this we invest a lot of our resources in developing products that are attractive to consumers, and intend to expand our range to include some high fashion items says Ono.
In the UK, many shops have begun to stock ethically traded products, along with Fair Trade products. Ethically traded means that labor standards and environmental standards have been observed during production. There are more and more opportunities for us to contribute to society by shopping with a conscious.
What you are about to buy might change somebody’s future. Welcome to the new era of shopping.
