Safia Minney

Minney started her career in marketing and publishing. She worked for Creative Review magazine for four years[11] and created her own social marketing consultancy[12] working with New Statesman and Friends of the Earth.

In 1990, Minney moved to Tokyo with her husband where she learnt Japanese[13] before working for a publishing company, Amnesty International,[14] and the Body Shop.[15]

In 1991, Minney founded Global Village, a non-governmental trading organization in Japan.[16] She began working with two students from Yokohama University, initially publishing a free leaflet that provided consumers with environmental and organic information and listings, and later also selling fair trade products.[17]

In 1995 Fair Trade Company was formed as a limited company in Japan by transferring the fair trading activity of Global Village. A shop was opened in the Jiyugaoka district of Tokyo and in 1996 the business became a member of the World Fair Trade Organization.[18]

In 2000 People Tree was launched by Fair Trade Company in London to establish fair trade fashion in Europe.[19]

In 2014 People Tree became the first company to be awarded the World Fair Trade Organisation Fair Trade product label with an international sales turnover of £8m. WFTO labelling is intended to guarantees People Tree's compliance to the Principles of Fair Trade, covering fair wages, working conditions, transparency, capacity building, environmental best practice, gender equality and setting standards for conventional fashion companies to improve their supply chains.[20] People Tree launched the first clothing range to meet the Global Organic Textile Standard certified by the Soil Association in the developing world.

During her time at People Tree, Minney worked with many designers, celebrities and influencers, including Emma Watson,[21] Dame Zandra Rhodes,[22] and Bora Aksu.[23]

Minney left People Tree as Global CEO at the end of 2015 after separating from her husband James Minney, who was Chief Financial Officer.[24]

Following her departure from People tree she spent some time as Managing Director of ethical Shoe brand Pozu.[25] In 2019 she started a Community Interest Company called Real Sustainability that "aims to support citizens and organisational leaders to transition to carbon zero and sustainability".

In 2022 she launched Fashion Declares, a grassroots campaign to encourage people at all levels within the fashion industry to tackle the current "climate, ecological and social emergency" associated with climate change.