Jump to content

EDUN: Difference between revisions

Add links
From Wikipedia, the free encyclopedia
Browse history interactively
← Previous edit
Content deleted Content added
VisualWikitext
No edit summary
Tags: Mobile edit Mobile web edit
Importing Wikidata short description: "Brand of clothing"
 
(42 intermediate revisions by 25 users not shown)
Line 1: Line 1:
{{Short description|Brand of clothing}}
{{COI|date=November 2013}}
{{COI|date=November 2013}}
⚫
{{Use dmy dates|date=March 2020}}
{{Infobox company
{{Infobox company
| name = EDUN
| name = EDUN
Line 6: Line 8:
| location_city =
| location_city =
| foundation = 2005
| foundation = 2005
| location_country = [[Dublin]], [[Republic of Ireland|Ireland]]<br>[[New York]], [[United States]]
| location_country = [[Dublin]], [[Republic of Ireland|Ireland]]<br />[[New York City]], [[United States]]
| key_people = [[Ali Hewson]]<small> (Co-founder)</small><br>[[Bono]]<small> (Co-founder)</small><br> Julien Labat<small> (Chief executive)</small><br>Danielle Sherman<small> (Creative director since April 2013)</small><br> Sharon Wauchob<small> (Creative director 2009-2013)</small><br> Rogan Gregory (2005-2007)
| key_people = [[Ali Hewson]]<small> (Co-founder)</small><br />[[Bono]]<small> (Co-founder)</small><br /> Julien Labat<small> (Chief executive)</small><br />Danielle Sherman<small> (Creative director since April 2013)</small><br /> Sharon Wauchob<small> (Creative director 2009–2013)</small><br /> Rogan Gregory (2005–2007)
| industry = [[Fashion design]]
| industry = [[Fashion design]]
| products = Clothing, footwear, handbags
| products = Clothing, footwear, handbags
| num_employees =
| num_employees =
| homepage = {{URL|http://www.edun.com/|www.edun.com}}
| homepage =
|}}
}}


'''EDUN''' is a fashion brand founded by [[Ali Hewson]] and [[Bono]] in 2005 to promote trade in [[Africa]] by sourcing production throughout the continent. In 2009 EDUN became part of the LVMH group.
'''EDUN''' is a fashion brand founded by [[Ali Hewson]] and [[Bono]] in 2005 to promote trade in [[Africa]] by sourcing production throughout the continent. In 2009 EDUN became part of the LVMH group. In June 2018, LVMH sold their shares back to the founders.<ref>{{cite web | url=https://www.thecut.com/2018/06/edun-fashion-label-co-founded-by-bono-to-cease-operations.html | title=Edun, Fashion Label Co-founded by Bono, is Ceasing Operations | date=28 June 2018 }}</ref>


Danielle Sherman was named Creative Director in April 2013.<ref>http://www.vogue.co.uk/news/2013/04/edun-appoints-danielle-sherman-as-creative-director [accessed November 15th 2013]</ref> Her first collection debuted during NY Fashion Week, September 2013.<ref>http://www.stylequotidien.com/edun-ss14-runway/ [accessed November 15th 2013]</ref> The collection includes a range of ready-to-wear, handbags and accessories.
Danielle Sherman was named Creative Director in April 2013.<ref>http://www.vogue.co.uk/news/2013/04/edun-appoints-danielle-sherman-as-creative-director [accessed 15 November 2013]</ref> Her first collection debuted during NY Fashion Week, September 2013.<ref>http://www.stylequotidien.com/edun-ss14-runway/ [accessed 15 November 2013]</ref> The collection includes a range of ready-to-wear, handbags and accessories.


==History==
==History==
In 2005, Hewson and Bono founded the Edun label ("nude" spelled backwards, to suggest both "natural" and the [[Garden of Eden]]).<ref name="ii-eden">{{cite news | url=http://www.independent.ie/unsorted/features/alis-other-eden-465270.html | title=Ali's other Eden | first=John | last=Masterson | newspaper=[[Irish Independent]] | location=Dublin | date=6 March 2005}}</ref> It was intended to help bring about positive change in Africa through a [[fair trade]]-based relationship rather than by direct aid.<ref name="heyoka">{{cite news | url=http://heyokamagazine.com/HEYOKA.4.Fashion.htm | title=Fashion with a Conscience | magazine=[[Heyoka (magazine)|Heyoka]] | date=Spring 2006 | archiveurl=http://web.archive.org/web/20060617072741/http://heyokamagazine.com/HEYOKA.4.Fashion.htm | archivedate=17 June 2006}}</ref><ref name=EDUN>{{cite web | title=About Edun | accessdate= 24 March 2007 | url= http://www.edun.ie/about.asp | publisher=EDUN}}</ref> Hewson said they wanted "to show that you can make a for-profit business where everybody in the chain is treated well."<ref name="heyoka"/>
In 2005, Hewson and Bono founded the Edun label ("nude" spelled backwards, to suggest both "natural" and the [[Garden of Eden]]).<ref name="ii-eden">{{cite news | url=http://www.independent.ie/unsorted/features/alis-other-eden-465270.html | title=Ali's other Eden | first=John | last=Masterson | newspaper=[[Irish Independent]] | location=Dublin | date=6 March 2005}}</ref> It was intended to help bring about positive change in Africa through a [[fair trade]]-based relationship rather than by direct aid.<ref name="heyoka">{{cite news | url=http://heyokamagazine.com/HEYOKA.4.Fashion.htm | title=Fashion with a Conscience | magazine=[[Heyoka (magazine)|Heyoka]] | date=Spring 2006 | archive-url=https://web.archive.org/web/20060617072741/http://heyokamagazine.com/HEYOKA.4.Fashion.htm | archive-date=17 June 2006}}</ref><ref name=EDUN>{{cite web|title=About Edun |access-date=24 March 2007 |url=http://www.edun.ie/about.asp |publisher=EDUN |url-status=dead |archive-url=https://web.archive.org/web/20070329013300/http://www.edun.ie/about.asp |archive-date=29 March 2007 |df=dmy }}</ref> Hewson said they wanted "to show that you can make a for-profit business where everybody in the chain is treated well."<ref name="heyoka"/>


In May 2009 the couple sold 49% of the company to [[LVMH|LVMH Moët Hennessy Louis Vuitton]].<ref name="np-ret">{{cite news | url=http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/ | title=Ali Hewson and Bono's return to Edun | first=Nathalie | last=Atkinson | newspaper=[[National Post]] | location=Toronto | date=5 March 2011 | url-status=dead | archive-url=https://archive.today/20120707181731/http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/ | archive-date=7 July 2012 | df=dmy-all }}</ref><ref name="wsj-ret">{{cite news | url=https://www.wsj.com/articles/SB10001424052748704358904575478310504593870 | title=Out of Africa, Into Asia | first=Rachel | last=Dodes | newspaper=[[The Wall Street Journal]] | date=10 September 2010}}</ref><ref name="autogenerated1">{{cite news <!--copyvio url=http://www.atu2.com/news/mrs-bono-on-how-fashion-can-save-the-world.html --> |newspaper=[[The Times]] | location=London |date=9 May 2010 |title=Mrs Bono on how fashion can save the world |first=John-Paul |last=Flintoff }}</ref><ref>{{cite web|url=https://www.youtube.com/watch?v=Q3T3KWaqIsk |archive-url=https://ghostarchive.org/varchive/youtube/20211215/Q3T3KWaqIsk |archive-date=2021-12-15 |url-status=live|title=The Today Show |publisher=Youtube.com |date=2006-07-16 |access-date=2012-09-27}}{{cbignore}}</ref><ref>{{cite news|url=https://www.independent.co.uk/news/people/profiles/ali-hewson-edun-regained-1984391.html|title=Ali Hewson: Edun regained |newspaper=[[The Independent]] |location=London |date=30 May 2010 |access-date=2012-09-27 |first=Craig |last=McLean}}</ref> The large luxury conglomerate helped the company recruit new management and a new designer after the departure of Rogan Gregory two years before.
Since it was launched, Edun has sourced globally from various countries both in and out of [[Africa]], including [[Peru]], [[Tunisia]], [[Tanzania]], [[Kenya]], [[Madagascar]], [[Morocco]], [[Uganda]] and [[China]].<ref name="lvmh.com">http://www.lvmh.com/the-group/lvmh-companies-and-brands/fashion-leather-goods/edun</ref> The company now produces 85% of its collection in Africa.<ref name="thewindow.barneys.com">{{cite web |url= http://thewindow.barneys.com/ali-hewson-danielle-sherman-edun |title= Ali Hewson, Danielle Sherman and Simon Doonan Talk EDUN |last1= |first1= |last2= |first2= |date=7 March 2014 |accessdate= June 30, 2014}}</ref>


Following LVMH's investment in the brand, EDUN appointed a new creative director, [[Sharon Wauchob]].<ref name="np-ret"/>
Edun struggled as a business,<ref name="np-ret">{{cite news | url=http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/ | title=Ali Hewson and Bono's return to Edun | first=Nathalie | last=Atkinson | newspaper=[[National Post]] | location=Toronto | date=5 March 2011}}</ref><ref name="wwd-ret">{{cite news | url=http://www.wwd.com/eye/parties/pro-bono-talking-with-ali-hewson-and-bono-about-fashion-and-african-trade-5152637 | title=Q&A: Ali Hewson and Bono | first=David | last=Lipke | newspaper=[[Women's Wear Daily]] | date=13 September 2011}}</ref> and [[Ali Hewson]] later admitted that she and Bono had incorrectly focused on the mission rather than the product, which led to their failings. She also admitted that this led to a fall in quality, which was not expected from a fashion brand.<ref name="wsj-ret"/> With their African suppliers, Edun faced problems with the quality and delivery times of the goods, and causing most of the stores to drop it.<ref name="np-ret"/><ref name="wsj-ret">{{cite news | url=http://online.wsj.com/article/SB10001424052748704358904575478310504593870.html | title=Out of Africa, Into Asia | first=Rachel | last=Dodes | newspaper=[[The Wall Street Journal]] | date=10 September 2010}}</ref> It lost €9.7 million in 2007 and did still worse in 2008, by the end of which it had some €8.7 million in debts.<ref>{{cite news | url=http://www.questia.com/read/1G1-211444475/are-pricey-principles-wearing-thin-bono | title=Are Pricey Principles Wearing Thin, Bono? | first=Hannah-Louise | last=Dunne | newspaper=[[Daily Mail]] | location=London | date=7 November 2009}}</ref>
In season 2010 Edun brought back the focus to the runway, which was critical for their new chief executive, [[Janice Sullivan]], former president of [[Liz Claiborne Inc.]]'s [[DKNY]] Jeans division. The same year Ali Hewson and Bono appeared wearing EDUN in a Louis Vuitton campaign, shot by photographer [[Annie Leibovitz]] in Africa.<ref>{{cite web |url=http://www.vogue.co.uk/news/daily/100902-bono-and-ali-hewson-for-louis-vuitt.aspx |title=Vogue UK, Bono In Fashion, 2010 |publisher=Vogue.co.uk |date=2010-09-02 |access-date=2012-09-27 |url-status=dead |archive-url=https://web.archive.org/web/20100905195258/http://www.vogue.co.uk/news/daily/100902-bono-and-ali-hewson-for-louis-vuitt.aspx |archive-date=5 September 2010 |df=dmy-all }}</ref>


In April 2013 Danielle Sherman became the creative director for the brand<ref>{{cite web |url= http://fashion.telegraph.co.uk/news-features/TMG9966544/Alexander-Wang-designer-Danielle-Sherman-moves-to-Edun.html |title=Alexander Wang designer Danielle Sherman moves to Edun – Telegraph |first=Belinda |last=White |work=fashion.telegraph.co.uk |year=2013 |access-date=19 August 2013}}</ref> and debuted her first collection SS14 during New York Fashion September 2013.
{{Quote box|width=27%|align=right|quote="We felt if we failed it would be a double failure. We'd be saying, 'We can't do this,' and then other companies would go, 'Well, see? We've always known that. Basically we dug our heels in and said, 'We're staying. We're going to make it work."|source=<small>—Ali Hewson on the problems Edun was facing</small>}}


Julien Labat took over as CEO, May 2015.<ref>{{Cite web|url=http://wwd.com/fashion-news/fashion-scoops/edun-names-julien-labat-ceo-10117318/|title=Edun Names Julien Labat CEO|date=27 April 2015}}</ref> Labat had most recently worked at French fashion brand Carven as Commercial Director.<ref>{{Cite web|url=http://uk.fashionnetwork.com/news/Edun-appoints-Labat-CEO-,534947.html#.WbsFNdOGPq0|title=Edun appoints Labat CEO}}</ref>
The [[New York]] and [[Dublin]] based company ran up against the limitations of Africa manufacturing. Hewson said that she considered ending the company; she and her husband consulted with friends, one of them was the [[Columbia University]] economist [[Jeffrey Sachs]], who told them to go on with the project.


In May 2016 Danielle Sherman resigned as creative director of Edun, a role she held for three years, to pursue other opportunities.<ref>{{Cite web|url=http://wwd.com/fashion-news/fashion-scoops/danielle-sherman-exits-edun-10435697/|title=Danielle Sherman Exits Edun|date=23 May 2016}}</ref>
The couple put around $20 million of their own money into the brand and in May 2009 they sold 49% of the company to [[LVMH]] Moët Hennessy Louis Vuitton.<ref name="np-ret"/><ref name="wsj-ret"/><ref name="autogenerated1">{{cite news|<!--copyvio url=http://www.atu2.com/news/mrs-bono-on-how-fashion-can-save-the-world.html --> |newspaper=[[The Times]] | location=London |date=9 May 2010 |accessdate=2012-09-27 |title=Mrs Bono on how fashion can save the world |first=John-Paul |last=Flintoff }}</ref><ref>{{cite web|url=http://www.youtube.com/watch?v=Q3T3KWaqIsk |title=The Today Show |publisher=Youtube.com |date=2006-07-16 |accessdate=2012-09-27}}</ref><ref>{{cite news|url=http://www.independent.co.uk/news/people/profiles/ali-hewson-edun-regained-1984391.html|title=Ali Hewson: Edun regained |newspaper=[[The Independent]] |location=London |date=30 May 2010 |accessdate=2012-09-27 |first=Craig |last=McLean}}</ref> The large luxury conglomerate, helped the company recruit new management and a new designer after the departure of Rogan Gregory two years before, and tried to convince Ali and Bono to expand their sourcing horizons. They initially resisted the idea of manufacturing in [[China]], because it might run against the brand’s mission. LVMH Inc. chief executive [[Mark Weber]] confirmed the account and added in a statement: "While this business is small today, we believe it can grow in size by building on a noble idea." Following LVMH's investment in the brand, EDUN appointed a new creative director, [[Sharon Wauchob]].<ref name="np-ret"/><ref name=Star>{{cite news
| last =Livingstone
| first =David
| coauthors =
| title =With a dose of design daring, Edun endures: To sell beautiful clothes and a good story, Ali Hewson knows intention is as important as invention.
| newspaper =[[Toronto Star]]
| location =
| pages =
| language =
| publisher =
| date =March 10, 2011
| url =http://www.thestar.com/life/fashion_style/2011/03/10/with_a_dose_of_design_daring_edun_endures.html
| accessdate = May 28, 2013}}</ref><ref>{{cite web|url=http://www.vogue.co.uk/news/daily/100120-edun-names-a-new-creative-director.aspx |title=Voque UK, Edun's New Dawn, 2010 |publisher=Vogue.co.uk |date=2010-01-20 |accessdate=2012-09-27}}</ref>


From Spring 2017, 80% of EDUN's production is made in Africa and the remaining 20% is produced locally in the US. Collection's sourcing is a mix of organic, recycled, upcycled fabric and some artisanal-custom-made developments from Africa. EDUN just launched its first E-commerce platform recently on Edun.com. The collection also welcomed its first leather bag line, 100% sourced and made in Kenya, signed by an artisanal handle made of recycled polished metal.<ref>{{Cite web|url=https://www.vogue.com/fashion-shows/pre-fall-2017/edun|title = Edun Pre-Fall 2017 Collection|date = 9 January 2017}}</ref>
At the same year Ali Hewson and Bono appeared wearing EDUN in a Louis Vuitton campaign, shot by photographer [[Annie Leibovitz]] in Africa.<ref>{{cite web|url=http://www.vogue.co.uk/news/daily/100902-bono-and-ali-hewson-for-louis-vuitt.aspx |title=Vogue UK, Bono In Fashion, 2010 |publisher=Vogue.co.uk |date=2010-09-02 |accessdate=2012-09-27}}</ref> In season 2010 Edun brought back the focus to the runaway, which was critical for their new chief executive, [[Janice Sullivan]], former president of [[Liz Clairbone Inc.]]’ [[DKNY]] Jeans division.
Edun's new designer, Ms. Wauchob, trained at [[Central Saint Martins College of Art & Design]] in [[London]].


EDUN opened its first retail location on 14 September 2017, located at 265 Lafayette Street, New York City.<ref>{{Cite web|url=https://www.vogue.com/article/edun-new-york-city-store|title = Edun is Opening Its First-Ever Store in the Heart of New York City|date = 11 September 2017}}</ref>
By March 2011, the company had 8 factories in [[Africa]] 37% of the collection in September 2011 was produced in Africa. This number was expected to increase to 40% by 2013, according to [[Ali Hewson|Hewson]].<ref name="September 13, 2011">{{cite web|author=September 13, 2011 |url=http://www.wwd.com/eye/parties/pro-bono-talking-with-ali-hewson-and-bono-about-fashion-and-african-trade-5152637 |title=Q&A: Ali Hewson and Bono - Parties - Eye |publisher=WWD.com |date=2011-09-13 |accessdate=2012-09-27}}</ref><ref name=NP/><ref name=NP>{{cite web|url=http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/ |title=Ali Hewson and Bono’s return to Edun &#124; Arts &#124; National Post |publisher=Arts.nationalpost.com |date=2011-03-05 |accessdate=2012-09-27}}</ref>

In April 2013 Danielle Sherman became the creative director for the brand <ref>{{cite web |url= http://fashion.telegraph.co.uk/news-features/TMG9966544/Alexander-Wang-designer-Danielle-Sherman-moves-to-Edun.html |title=Alexander Wang designer Danielle Sherman moves to Edun - Telegraph |first=Belinda |last=White |work=fashion.telegraph.co.uk |year=2013 |accessdate=19 August 2013}}</ref> and debuted her first collection SS14 during New York Fashion September 2013. Sherman has been with Alexander Wang since 2008, most recently as design director of the men's and women's T by Alexander Wang lines. Earlier, she cofounded The Row with Ashley and Mary-Kate Olsen from 2005 to 2007. "Coming from her success with two well-respected brands, Danielle brings her experience and strong design sensibility to EDUN," said Ali Hewson, who founded the brand with her husband, U2 front man Bono, in 2005. "Bono and I are impressed by her creativity and believe her unique approach and vision will help grow the brand." <ref name="Lipke 2013">{{cite web |url= http://www.wwd.com/market-news/designer-luxury/edun-names-danielle-sherman-as-creative-director-6876496.html |title=EDUN Names Danielle Sherman as Creative Director -WWD |first=David |last=Lipke |year=2013 |accessdate=14 October 2013}}</ref> The collection will launch in stores such as Barneys, Colette, Liberty, United Arrows and Beams. Sherman was quoted as in a US Vogue feature (December 2013) documenting her first trip to Africa saying, "Matching the design mission and the ethical one is an exciting challenge." <ref>Nnadi, Chioma (November, 2013). "Finding Edun". Vogue (New York)</ref> Under her direction 85% of the collection will be manufactured in Sub-Saharan Africa. "The appointment of Danielle as full-time creative director marks a step-change in the development of Edun as a brand of fashion and meaning," said Antonio Belloni, managing director at LVMH and a member of Edun's board.<ref name="Lipke 2013"/>


==Mission==
==Mission==
In 2008, Edun established the Conservation Cotton Initiative Uganda (CCIU), which provides funding, training and enterprise support to [[cotton]] farmers to help build sustainable businesses in Northern Uganda.<ref>{{cite web |url= http://www.juxtapoz.com/current/sean-metelerkamp-for-diesel-x-edun-studio-africa |title=Juxtapoz Magazine - Sean Metelerkamp for DIESEL x EDUN: Studio Africa |first= |last= |work=juxtapoz.com |year=2013 |accessdate=19 August 2013}}</ref>
In 2008, Edun established the Conservation Cotton Initiative Uganda (CCIU), which provides funding, training and enterprise support to [[cotton]] farmers to help build sustainable businesses in Northern Uganda.<ref>{{cite web |url= http://www.juxtapoz.com/current/sean-metelerkamp-for-diesel-x-edun-studio-africa |title=Juxtapoz Magazine – Sean Metelerkamp for DIESEL x EDUN: Studio Africa |work=juxtapoz.com |year=2013 |access-date=19 August 2013}}</ref>


==Edun Live==
==Edun Live==
In 2007, Edun launched the division Edun Live, a tee-shirt business which is 100% grown and sewn in Africa.<ref name="lvmh.com"/>
In 2007, Edun launched the division Edun Live, a tee-shirt business which is 100% grown and sewn in Africa.<ref name="lvmh.com">{{Cite web |url=http://www.lvmh.com/the-group/lvmh-companies-and-brands/fashion-leather-goods/edun |title=Edun, Fashion and Leather Goods, haute couture - LVMH |access-date=26 June 2013 |archive-url=https://web.archive.org/web/20130530225506/http://www.lvmh.com/the-group/lvmh-companies-and-brands/fashion-leather-goods/edun |archive-date=30 May 2013 |url-status=dead }}</ref>


==DIESEL + EDUN==
==DIESEL + EDUN==


In January 2012, Italian fashion entrepreneur and "jeans genius" [[Renzo Rosso]] of the Diesel group,<ref name="Menkes-2003-09-30">{{Cite journal |title=Renzo Rosso, jeans genius |url=http://www.nytimes.com/2003/09/30/style/30iht-fash_ed3__1.html |first=Suzy |last=Menkes |date={{Date|2003-09-30}} |journal=[[The New York Times]] }}</ref> Hewson and Bono travelled to north Uganda, where EDUN's Conservation Cotton Initiative (CCI) is based, and to [[Dioro, Mali|Dioro]] in Mali, which is house of the [[Renzo Rosso#Only The Brave Foundation|Only The Brave Foundation]] [[Millennium Villages Project|Millennium Village]], a project of the [[Earth Institute]] at [[Columbia University]], the [[United Nations Development Programme]], the [[Millennium Promise]], and Renzo Rosso.<ref>{{Cite web |url=http://www.millenniumvillages.org/press-releases/only-the-brave-foundation-launches-partenership-with-millennium-promise |date={{Date|2010-09-14}} |title=Only The Brave Foundation Launches Partenership with Millennium Promise |location=New York, NY |publisher=[[Millennium Villages Project]] }}</ref> This African journey encouraged them to join their forces for a new Diesel+Edun label that will be made entirely in Africa to generate sustainable development and raise awareness of the creative opportunities in the continent.<ref name="Menkes-2012-11-15">{{Cite journal |last=Menkes |first=Suzy |url=https://www.nytimes.com/2012/11/16/fashion/16iht-fbono16.html?pagewanted=all&_r=0 |title=Philanthropy in Fashion |journal=[[The New York Times]] |date={{Date|2012-11-15}} }}</ref>
In January 2012, Italian fashion entrepreneur and "jeans genius" [[Renzo Rosso]] of the Diesel group,<ref name="Menkes-2003-09-30">{{Cite journal |title=Renzo Rosso, jeans genius |url=https://www.nytimes.com/2003/09/30/style/30iht-fash_ed3__1.html |first=Suzy |last=Menkes |date=30 September 2003 |journal=[[The New York Times]] }}</ref> Hewson and Bono travelled to north Uganda, where EDUN's Conservation Cotton Initiative (CCI) is based, and to [[Dioro, Mali|Dioro]] in Mali, which is house of the [[Renzo Rosso#Only The Brave Foundation|Only The Brave Foundation]] [[Millennium Villages Project|Millennium Village]], a project of the [[Earth Institute]] at [[Columbia University]], the [[United Nations Development Programme]], the [[Millennium Promise]], and Renzo Rosso.<ref>{{Cite web |url=http://www.millenniumvillages.org/press-releases/only-the-brave-foundation-launches-partenership-with-millennium-promise |date=14 September 2010 |title=Only The Brave Foundation Launches {{sic|nolink=y|reason=error in source|Partenership}} with Millennium Promise |location=New York, NY |publisher=[[Millennium Villages Project]]|archive-url=https://web.archive.org/web/20131021100624/http://www.millenniumvillages.org/press-releases/only-the-brave-foundation-launches-partenership-with-millennium-promise|archive-date=21 October 2013 |url-status=dead }}</ref> This African journey encouraged them to join their forces for a new Diesel+Edun label that will be made entirely in Africa to generate sustainable development and raise awareness of the creative opportunities in the continent.<ref name="Menkes-2012-11-15">{{Cite journal |last=Menkes |first=Suzy |url=https://www.nytimes.com/2012/11/16/fashion/16iht-fbono16.html?pagewanted=all&_r=0 |title=Philanthropy in Fashion |journal=[[The New York Times]] |date=15 November 2012 }}</ref>

Born in Africa, the first Diesel and Edun collection, was launched on 27 February 2013. The collection, completely made in Africa from cotton produced and processed by the Conservation Cotton Initiative (CCI), is inspired by the African creative spirit, reinterpreting the four-pocket jeans of the 1970s, which were popular on the streets of [[South Africa]]. Malian [[Textile printing|textile prints]] are applied along the [[denim]] and across the [[Jersey (clothing)|jersey]] .<ref name="AFG">{{Cite web |url=http://www.africafashionguide.com/2013/02/diesel-x-edun-born-in-africa-africa-cotton-collection-in-stores-feb-27th/ |title=Diesel X Edun &#8220;Born in Africa&#8221; &#8211; African Cotton collection in stores Feb 27th! |publisher=Africa Fashion Guide }}</ref> On 3 March 2013, DIESEL+EDUN feted its new collection at the Gaité Lyrique theatre in Paris for the [[Paris Fashion Week]].<ref name="OHagan-2013-03-17">{{Cite journal |last=O'Hagan |first=Sean |title=Ali Hewson: 'In the next 20 years, Africa is going to blow our minds' |url=http://www.guardian.co.uk/theobserver/2013/mar/17/ali-hewson-edun-fashion-interview |journal=[[The Observer]] |date={{Date|2013-03-17}} }}</ref>
[[File:Coachella Sunset 2011 Jamey M Photo.jpg|thumb|The sun sets over the main stage at Coachella 2011.]]
On 12 April 2013, Bono cohosted a party at the [[Coachella Valley Music and Arts Festival]] to throw the Studio Africa project on the first official night of the 2013 festival. Studio Africa, a project started in 2013 by DIESEL+EDUN, is as an effort to spotlight fashion, music, and other arts from the continent.<ref name="Miller-2013-04-13">{{Cite web |last=Miller |first=Lindsay |url=http://www.popsugar.com/Stars-Diesel-Edun-Coachella-Party-2013-Pictures-29350682 |title=Stars at Diesel and Edun&#039;s Coachella Party 2013 |publisher=[[PopSugar|POPSUGAR]] |date={{Date|2013-04-13}} }}</ref><ref name="Codinha-2013-04-13">{{Cite web |last=Codinha |first=Cotton |url=http://www.elle.com/news/culture/diesel-edun-party-coachella-2013 |title=Diesel + Edun Studio Africa After Pary - Coachella 2013 |publisher=''[[Elle (magazine)|ELLE]]'' |date={{Date|2013-04-13}} }}</ref> The campaign features nine artists in fashion, film, music, literature, and photography, including [[Tanzania]]n beauty queen and fashion [[Model (profession)|model]] [[Flaviana Matata]], [[Senegal]]ese [[actor]] Sy Alassane, [[Ivory Coast|Ivoirian]] [[fashion design]]er Laurence Chauvin-Buthaud, [[Democratic Republic of the Congo|Congolese]] [[musician]] [[Baloji]], [[Morocco|Moroccan]] [[writer]] [[Abdellah Taïa]], and [[South Africa]] photography collective I See a Different You.<ref name="AFG" />


==Source of manufacturing==
==Source of manufacturing==


By 2010, most of the company's fashion line manufacturing was in China, while simpler garments were still African-made. This gave some negative publicity to the brand.<ref name="np-ret"/><ref name="wsj-ret"/><ref>{{cite web|last=Bowman |first=Jo |url=http://www.cnbcmagazine.com/story/branding/1200/1/ |title=CNBC.com |publisher=Cnbcmagazine.com |date= |accessdate=2012-09-27}}</ref> Hewson said that business realities compelled this action, but that over time she hoped more work could be done in Africa.<ref name="np-ret"/> Since its founding in 2007, Edun Live has produced 700,000 African made [[t-shirt]]s. Hewson calls this venture 100 percent African grow-to-sew initiative.<ref>Elle Magazine, July 2010</ref>
By 2010, most of the company's fashion line manufacturing was in China, while simpler garments were still African-made. This gave some negative publicity to the brand.<ref name="np-ret"/><ref name="wsj-ret"/><ref>{{cite web |last=Bowman |first=Jo |url=http://www.cnbcmagazine.com/story/branding/1200/1/ |title=CNBC.com |publisher=Cnbcmagazine.com |access-date=2012-09-27 |url-status=dead |archive-url=https://web.archive.org/web/20120302204656/http://www.cnbcmagazine.com/story/branding/1200/1/ |archive-date=2 March 2012 |df=dmy-all }}</ref> Hewson said that business realities compelled this action, but that over time she hoped more work could be done in Africa.<ref name="np-ret"/> Since its founding in 2007, Edun Live has produced 700,000 African made [[t-shirt]]s. Hewson calls this venture 100 percent African grow-to-sew initiative.<ref>Elle Magazine, July 2010</ref>
Hewson said in March 2011, "There is a misconception that we moved business out of Africa. We didn’t. We’re now working in eight factories in Africa whereas this time last year we were in two. We’ve actually grown our Edun business in Africa and by 2013, it will be up to 40%".<ref name="NP"/>
Hewson said in March 2011, "There is a misconception that we moved business out of Africa. We didn’t. We’re now working in eight factories in Africa whereas this time last year we were in two. We’ve actually grown our Edun business in Africa and by 2013, it will be up to 40%".<ref name=NP>{{cite web |url=http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/ |title=Ali Hewson and Bono's return to Edun &#124; Arts &#124; National Post |publisher=Arts.nationalpost.com |date=2011-03-05 |access-date=2012-09-27 |url-status=dead |archive-url=https://archive.today/20120707181731/http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/ |archive-date=7 July 2012 |df=dmy-all }}</ref>
The company now produces 85% of its collection in Africa.<ref name="thewindow.barneys.com"/>
The company now produces 85% of its collection in Africa.<ref name="thewindow.barneys.com">{{cite web |url= http://thewindow.barneys.com/ali-hewson-danielle-sherman-edun |title= Ali Hewson, Danielle Sherman and Simon Doonan Talk EDUN |date=7 March 2014 |access-date= 30 June 2014}}</ref>


== References ==
== References ==
{{reflist|32em}}
{{reflist}}

== External links ==
{{Refbegin}}
*{{Official website|http://www.edun.com}}
{{Refend}}

⚫
{{Use dmy dates|date=December 2011}}


{{DEFAULTSORT:Edun}}
{{DEFAULTSORT:Edun}}
[[Category:Clothing brands]]
[[Category:Clothing brands]]
[[Category:Companies of Ireland]]
[[Category:Clothing companies of Ireland]]
[[Category:Organizations founded by Bono]]
[[Category:Organizations founded by Bono]]
[[Category:Privately held companies of Ireland]]
[[Category:Privately held companies of Ireland]]

Latest revision as of 17:12, 18 August 2023

EDUN
IndustryFashion design
Founded2005
Headquarters
Dublin, Ireland
New York City, United States
Key people
Ali Hewson (Co-founder)
Bono (Co-founder)
Julien Labat (Chief executive)
Danielle Sherman (Creative director since April 2013)
Sharon Wauchob (Creative director 2009–2013)
Rogan Gregory (2005–2007)
ProductsClothing, footwear, handbags

EDUN is a fashion brand founded by Ali Hewson and Bono in 2005 to promote trade in Africa by sourcing production throughout the continent. In 2009 EDUN became part of the LVMH group. In June 2018, LVMH sold their shares back to the founders.[1]

Danielle Sherman was named Creative Director in April 2013.[2] Her first collection debuted during NY Fashion Week, September 2013.[3] The collection includes a range of ready-to-wear, handbags and accessories.

History

[edit]

In 2005, Hewson and Bono founded the Edun label ("nude" spelled backwards, to suggest both "natural" and the Garden of Eden).[4] It was intended to help bring about positive change in Africa through a fair trade-based relationship rather than by direct aid.[5][6] Hewson said they wanted "to show that you can make a for-profit business where everybody in the chain is treated well."[5]

In May 2009 the couple sold 49% of the company to LVMH Moët Hennessy Louis Vuitton.[7][8][9][10][11] The large luxury conglomerate helped the company recruit new management and a new designer after the departure of Rogan Gregory two years before.

Following LVMH's investment in the brand, EDUN appointed a new creative director, Sharon Wauchob.[7] In season 2010 Edun brought back the focus to the runway, which was critical for their new chief executive, Janice Sullivan, former president of Liz Claiborne Inc.'s DKNY Jeans division. The same year Ali Hewson and Bono appeared wearing EDUN in a Louis Vuitton campaign, shot by photographer Annie Leibovitz in Africa.[12]

In April 2013 Danielle Sherman became the creative director for the brand[13] and debuted her first collection SS14 during New York Fashion September 2013.

Julien Labat took over as CEO, May 2015.[14] Labat had most recently worked at French fashion brand Carven as Commercial Director.[15]

In May 2016 Danielle Sherman resigned as creative director of Edun, a role she held for three years, to pursue other opportunities.[16]

From Spring 2017, 80% of EDUN's production is made in Africa and the remaining 20% is produced locally in the US. Collection's sourcing is a mix of organic, recycled, upcycled fabric and some artisanal-custom-made developments from Africa. EDUN just launched its first E-commerce platform recently on Edun.com. The collection also welcomed its first leather bag line, 100% sourced and made in Kenya, signed by an artisanal handle made of recycled polished metal.[17]

EDUN opened its first retail location on 14 September 2017, located at 265 Lafayette Street, New York City.[18]

Mission

[edit]

In 2008, Edun established the Conservation Cotton Initiative Uganda (CCIU), which provides funding, training and enterprise support to cotton farmers to help build sustainable businesses in Northern Uganda.[19]

Edun Live

[edit]

In 2007, Edun launched the division Edun Live, a tee-shirt business which is 100% grown and sewn in Africa.[20]

DIESEL + EDUN

[edit]

In January 2012, Italian fashion entrepreneur and "jeans genius" Renzo Rosso of the Diesel group,[21] Hewson and Bono travelled to north Uganda, where EDUN's Conservation Cotton Initiative (CCI) is based, and to Dioro in Mali, which is house of the Only The Brave Foundation Millennium Village, a project of the Earth Institute at Columbia University, the United Nations Development Programme, the Millennium Promise, and Renzo Rosso.[22] This African journey encouraged them to join their forces for a new Diesel+Edun label that will be made entirely in Africa to generate sustainable development and raise awareness of the creative opportunities in the continent.[23]

Source of manufacturing

[edit]

By 2010, most of the company's fashion line manufacturing was in China, while simpler garments were still African-made. This gave some negative publicity to the brand.[7][8][24] Hewson said that business realities compelled this action, but that over time she hoped more work could be done in Africa.[7] Since its founding in 2007, Edun Live has produced 700,000 African made t-shirts. Hewson calls this venture 100 percent African grow-to-sew initiative.[25] Hewson said in March 2011, "There is a misconception that we moved business out of Africa. We didn’t. We’re now working in eight factories in Africa whereas this time last year we were in two. We’ve actually grown our Edun business in Africa and by 2013, it will be up to 40%".[26] The company now produces 85% of its collection in Africa.[27]

References

[edit]
  1. ^ "Edun, Fashion Label Co-founded by Bono, is Ceasing Operations". 28 June 2018.
  2. ^ http://www.vogue.co.uk/news/2013/04/edun-appoints-danielle-sherman-as-creative-director [accessed 15 November 2013]
  3. ^ http://www.stylequotidien.com/edun-ss14-runway/ [accessed 15 November 2013]
  4. ^ Masterson, John (6 March 2005). "Ali's other Eden". Irish Independent. Dublin.
  5. ^ a b "Fashion with a Conscience". Heyoka. Spring 2006. Archived from the original on 17 June 2006.
  6. ^ "About Edun". EDUN. Archived from the original on 29 March 2007. Retrieved 24 March 2007.
  7. ^ a b c d Atkinson, Nathalie (5 March 2011). "Ali Hewson and Bono's return to Edun". National Post. Toronto. Archived from the original on 7 July 2012.
  8. ^ a b Dodes, Rachel (10 September 2010). "Out of Africa, Into Asia". The Wall Street Journal.
  9. ^ Flintoff, John-Paul (9 May 2010). "Mrs Bono on how fashion can save the world". The Times. London.
  10. ^ "The Today Show". Youtube.com. 16 July 2006. Archived from the original on 15 December 2021. Retrieved 27 September 2012.
  11. ^ McLean, Craig (30 May 2010). "Ali Hewson: Edun regained". The Independent. London. Retrieved 27 September 2012.
  12. ^ "Vogue UK, Bono In Fashion, 2010". Vogue.co.uk. 2 September 2010. Archived from the original on 5 September 2010. Retrieved 27 September 2012.
  13. ^ White, Belinda (2013). "Alexander Wang designer Danielle Sherman moves to Edun – Telegraph". fashion.telegraph.co.uk. Retrieved 19 August 2013.
  14. ^ "Edun Names Julien Labat CEO". 27 April 2015.
  15. ^ "Edun appoints Labat CEO".
  16. ^ "Danielle Sherman Exits Edun". 23 May 2016.
  17. ^ "Edun Pre-Fall 2017 Collection". 9 January 2017.
  18. ^ "Edun is Opening Its First-Ever Store in the Heart of New York City". 11 September 2017.
  19. ^ "Juxtapoz Magazine – Sean Metelerkamp for DIESEL x EDUN: Studio Africa". juxtapoz.com. 2013. Retrieved 19 August 2013.
  20. ^ "Edun, Fashion and Leather Goods, haute couture - LVMH". Archived from the original on 30 May 2013. Retrieved 26 June 2013.
  21. ^ Menkes, Suzy (30 September 2003). "Renzo Rosso, jeans genius". The New York Times.
  22. ^ "Only The Brave Foundation Launches Partenership [sic] with Millennium Promise". New York, NY: Millennium Villages Project. 14 September 2010. Archived from the original on 21 October 2013.
  23. ^ Menkes, Suzy (15 November 2012). "Philanthropy in Fashion". The New York Times.
  24. ^ Bowman, Jo. "CNBC.com". Cnbcmagazine.com. Archived from the original on 2 March 2012. Retrieved 27 September 2012.
  25. ^ Elle Magazine, July 2010
  26. ^ "Ali Hewson and Bono's return to Edun | Arts | National Post". Arts.nationalpost.com. 5 March 2011. Archived from the original on 7 July 2012. Retrieved 27 September 2012.
  27. ^ "Ali Hewson, Danielle Sherman and Simon Doonan Talk EDUN". 7 March 2014. Retrieved 30 June 2014.
Retrieved from "https://en.wikipedia.org/enwiki/w/index.php?title=EDUN&oldid=1171036419"