Originally published on metropolis.co.jp on February 2010

© Cantata, L.P

Collaborations between celebrities and fashion brands are nothing new in Japan, but usually they amount to little more than using a famous face to draw attention to the latest lucrative trend. However, a new tie-up looks set to make consumers think about what they wear and where the money spent on it actually goes.

Harry Potter star Emma Watson is trading in her Hogwarts uniform for organic cotton with the launch of the clothing and accessory line, People Tree, Love From Emma, which is being released in the UK and Japan this spring through ethical fashion brand People Tree.

While fast fashion has dominated the market in Japan over the past few years, the concept of fair trade is also finally gaining widespread recognition. Initially applied to perishables like chocolate and coffee, the label is now appearing on tags for T-shirts and jeans. People Tree has been a pioneer in this respect: it has its clothing made in India, Nepal and Bangladesh, making sure that everyone involved is paid a proper wage, reducing waste and maximizing recyclability.

The new collaboration came about when Watson approached People Tree founder Safia Minney and the two decided to come up with a teen-oriented line. While the actress originally signed on as “creative advisor,” she later expanded her role and designed some graphics and apparel for the line. “I wanted to help because I was excited by the idea of using fashion as a tool to alleviate poverty,” she says. The result is a range of casual, organic cotton clothing that occasionally draws attention to its mission—witness the T-shirts adorned with slogans like “I’m not toxic” and “Don’t Panic, I’m Organic.”

People Tree: 3-7-2 Jiyugaoka, Meguro-ku. Tel: 03-5701-3361. Open daily 11:00-20:00. Nearest stn: Jiyugaoka. www.ptyouth.net