The ethical fashion brand Edun is probably most well known for being the creation of Ali Hewson and her rock star husband Bono. The brand is passionate about bringing positive change through its trading relationship with Africa and it’s positioning as a creative force in contemporary fashion. Edun works in Kenya, Morocco, Madagascar, Uganda and Tunisia to build long term, sustainable opportunities and support manufacturers, infrastructure and community building initiatives. By 2013, Edun hope to produce 40% of its t shirts in Africa.
Edun is probably one of the most high fashion of all of the ethical designer fashion labels perhaps because of its rockstar connections. Its African inspired fashion with a distinctive contemporary edge has won it many fans amongst both the high fashion sustainable fashion sets. It shows at New York fashion week and for 2013 made the newspapers with its focus on youth culture in a show that had equal amounts of womenswear and menswear. Of the 38 outfits shown in this collection all but a few will have been made in Africa or from fabrics sourced from Africa.
In 2009 the luxury group LVMH bought a 49% stake in the business. Shortly after in 2010, the brand appointed Irish designer Sharon Wauchob as its creative director but Ali Hewson still remains very much hands on with the brand. Through its forward-thinking aesthetic and an ethical outlook that applies not only to clothes, but to how we live, Edun strives to change the face of fashion.