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exploited in factories in the developing world, and its the same age group buying the most from fast
fashion franchises.
This issue made headlines in Japan last month after a Hong Kong-based human rights group called out
Uniqlo arguably the poster child for cheap-and-cheerful fast fashion for sourcing garments from
unsafe factories in mainland China.
In Naked Fashion, Minney writes as both an insider and pioneer of the sustainable fashion
revolution, an informal international community of fashion designers, media professionals and retailers
who want to use their experience and skills to change the fashion industry for the better.
When Minney asked Newcombe to be an ambassador for her company in 2013, he joined a select group
of celebrities that include actress Emma Watson, voice actress Laura Bailey and model Jo Wood, who
share an enthusiasm for raising awareness about fair trade and ethical living. Yet despite the celebrity
endorsements, fair-trade clothing makes up only a minuscule 1 percent of the global clothing market, a
fact Naoko Tanemori, general manager of People Tree Japan, sees as a reflection of the lack of
awareness among consumers about the concept.
We did a survey two years ago. We found out that while 50 percent knew of the words fair trade, only
26 percent knew what it stood for, she explains. In England, more than 80 percent know that is a
movement of responsibility.
Fair trade works through the labels. It gives the consumer enough information attached to a garment
they are considering buying to make ethical choices. On People Tree garments, the labels provide the
name of the collective, its location and explanation about craftsmanship and organic materials that went
into production.
The People Tree store in Tokyos Jiyugaoka neighborhood is a beautiful light-filled space with classic high
ceilings tucked away on a quiet backstreet. Where theres embroidery, its handmade. Where theres a
print, its often silk-screened by hand and made with organic cotton, silk or wool. The designers are
graduates of Japans elite fashion colleges, and it shows in the exquisite details and attention to quality.
But there is a rub. Fair-trade garments tend to cost more, and not only because the wages of the
workers are higher: Being made of high-quality natural fibers and not synthetics adds to the cost, as
does the fact that the garments are made in small batches, as opposed to being mass-produced.
Minney established Global Village, the forerunner of the People Tree shop, in 1991 based on the belief
that given enough information, people would opt for fair trade. Guided by that conviction, she began
educating her target audience here in Japan through newsletters and lectures.
Since 1991, when we began, Ive seen changes, she says. People are really prepared now to buy
organic food and produce as a way of supporting social change. In Europe you have the younger
consumers who are going vegan; their parents were vegetarian and they are going one step further.
People Tree fashions can also be purchased online, with sales marking the end of each season.
There are many other options for conscious and ethical fashion consumption, Minney also suggests.
These include buying less, buying at second-hand shops, swapping clothes with your friends, or even
sewing your own. She also recommends putting pressure on your favorite brands by asking them for
details about their ethical standards and sustainability.
While its People Trees mission to change the style-conscious fashion world from the bottom up and
in particular to change corporate practices completely Patagonia, a U.S.-based outdoor clothing
company, focuses on sustainability, choosing fabrics and recyclable materials that draw attention to
saving the Earths resources. Patagonia provided the tough snow-proof clothing that got Newcombe and
Bevan across the Japan Alps.
The total amount of money raised from Newcombe and Bevans walk more than 700,000 came
from small donations by avid followers of Walk4Work, who logged on to Facebook, Twitter and the
People Tree websites to catch the latest news and views from the couples trek.
The grand sum will enable around 25 women to enter the fair-trade fashion business, and continue to
live with their families.
Newcombe, while pleased with the outcome, is not about to rest on his laurels. On Feb. 26, Newcombe
will set off on his next challenge, Tokyo 2 Tohoku, a run, bike or walk challenge open to everyone and
organized by Newcombes nonprofit organization Intrepid Model Adventures and Ribelie Media.
Newcombe will set off with a team from Tokyo, running an average of 30 km a day for two weeks. They
are scheduled to arrive in Onagawa, Miyagi Prefecture, on March 11. Funds raised will go toward
projects organized by Katariba, an NPO working in the childrens education sector in tsunami-hit
Onagawa.