Over the course of her career, Safia has been a pioneer in ethical business, establishing Fair Trade supply chain solutions, defining PR and marketing campaigns and the strategic directions needed to reach new markets. At the heart of everything she has done has been a creative force and passion to deliver social impact and sustainability.

Photograph: Odi Caspi


Safia’s work draws on years of experience from her time in publishing and commercial creativity. At Creative Review she led a Marketing and PR team. Safia then started a marketing agency working with Advertising Age and specialised in arts, political and green publications and environmental organisations like the New Statesman and Friends of the Earth.

At the age of 25, Safia went to Japan where she learnt Japanese and worked for The Body Shop and started Global Village and People Tree.

Safia has been recognised and won lots of awards, but even an MBE doesn’t get you a seat on the Northern Line in rush hour!

In 2006, Safia was recognised by the World Economic Foundation, Schwab Foundation as one of the world’s outstanding social entrepreneurs, she was awarded Social Entrepreneur of The Year in the Edge Upstart Awards.


Safia Minney, MBE, is an award-winning social entrepreneur and internationally recognised for the company she founded, People Tree, the pioneer of sustainable fashion. She led the business as Global CEO for 20+ years in Japan & UK. Safia is recognised by the World Economic Forum as an Outstanding Social Entrepreneur and is a leading influencer in Sustainability, Anti-Modern Slavery and Fair Trade.

Safia set up her consulting business to promote leadership for sustainable business and responsible supply chains. Safia is author of 9 books, including; ‘Slave to Fashion’ campaigning to eradicate modern day slavery and ‘Slow Fashion – Aesthetics meets Ethics.’ Safia is currently working on leadership for sustainability and climate action.

Safia has spoken several times at the World Economic Forum’s meetings in Davos where she is recognized as one of the world’s leading social entrepreneurs by the Schwab Foundation. She has always come up with thought provoking and inspiring presentations to a sophisticated and diverse audience. She wasn’t fazed when surprise guests Brad Pitt and Angelina Jolie joined her table 3 minutes before she gave her lunchtime presentation.

Mirjam Schöning, Schwab Foundation for Social
Entrepreneurship/ World Economic Forum

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