examples of stability of expression over long times are abundant in the history of dress, not least in ethnic or folk dress, ritual or coronation robes, clerical dress, or the uniforms of the vatican guard. the emphasis on slowness in branding is thus an approach that is specific for a niche in the market (such as western educated middle-class) that has since the 1990s become dominated by "fast" models. one of the earliest brands that gained global fame with an explicit focus on slow fashion, the uk brand people tree, embraces the concept of ethical trade, manufactures all products in accordance with ethical commerce standards and supports local producers and craftsmen in developing countries. the people tree brand is known as the first brand in the world that received the ethical trade brand award, which was given in 2013. in addition to adopting ethical trade, the brand also prefers to use nature-friendly materials, textile products with gots certification and local, natural, recyclable material.