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Safia Minney experienced the harsh realities of social injustice and environmental devastation as she travelled Asia. She decided to promote social, arts and environmental publications and organizations. Moving to Tokyo in 1989 she turned her interests into a campaigning organization, Global Village, out of which People Tree Japan was launched.
After making People Tree the highest profiled Fair Trade company in Japan, she launched the brand in London and Europe, today selling through more than 200 stores. She has now taken a step away from operations to focus on promoting the ethical fashion cause beyond People tree, sharing her knowledge and experience.