An odd couple indeed or are they? Edun – The Fashion label with ethical credentials run by Ali Hewson and her husband Bono (and if you don’t already know – lead singer of U2 and all round Rock star) began in 2005 (before eco labels where all the trend) and have employed the skills of African artisans to craft their fashion conscious collections. For example Nairobi is where Edun fashion their Jewellery. Bono’s ongoing and passionate fight to bring countries such as Africa to the forefront has lead to many initiatives and one so being in Fashion. Edun’s mission is “to encourage trade with Africa and raise awareness of the possibilities there”. Another aspect of their mission is to “build sustainable farming communities” through a programme set up by Edun in conjunction with the WCS and Invisible Children called The Conservation Cotton Initiative (CCI) In 2009 major investment came from French luxury conglomerate LVMH and in 2010 with the appointment of designer Sharon Wauchob as creative director Edun was all set to be accepted into the Fashion stable and grace the pages of Vogue and the Louis Vuitton Core values campaign. Doing business in Africa particularly in the cloth trade has increased no end over the last couple of years with design house’s such as Prada, Vivien Westwood and Suno having all had the ‘Made in Africa’ firmly stamped in their products. High street labels such as H&M and newer and emerging labels, Kenema, Chichia and Lalesso all preferring to use African artisans for their production.
Bono and Ali Hewson in Africa by Annie leibovitz
Edun S|S 2011