EDUN: Difference between revisions
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In 2010, [[Ali Hewson]] and [[Bono]] appear wearing EDUN in a Louis Vuitton campaign, shot by photographer [[Annie Leibovitz]] in Africa.<ref>[http://www.vogue.co.uk/news/daily/100902-bono-and-ali-hewson-for-louis-vuitt.aspx Vogue UK, Bono In Fashion, 2010]</ref> |
In 2010, [[Ali Hewson]] and [[Bono]] appear wearing EDUN in a Louis Vuitton campaign, shot by photographer [[Annie Leibovitz]] in Africa.<ref>[http://www.vogue.co.uk/news/daily/100902-bono-and-ali-hewson-for-louis-vuitt.aspx Vogue UK, Bono In Fashion, 2010]</ref> |
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Edun aims to produce 40% of its collection in Africa by 2013. <ref>[http://www.ft.com/cms/s/2/b9ff1d8a-10ce-11e1-8010-00144feabdc0.html#axzz1iWMB1EdI] |
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EDUN claims that 85% of their clothing (Edun and Edun Live combined) is made in Africa, specifically Tunisia, Tanzania and Kenya, with the remaining 20% is spread out between China and Peru. Edun's supply chain has always included countries outside of Africa.<ref>[http://www.cnbcmagazine.com/story/branding/1200/1/] CNBC.com</ref> EDUN requires every factory to be audited by a third party on an annual basis to ensure they follow the fashion brand's strict code of conduct.<ref>[http://www.edun.com/mission]</ref> Though EDUN's main focus is trade, the company sources organic and sustainable materials whenever possible.<ref>[http://www.eco-asia.info/content/en/f-edun eco-asia.info]</ref> |
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In 2010, revelations were made that only 15% of EDUN's line was produced in Africa, with 70% produced in Asia with the remainder sourced from Peru.<ref>{{cite web |
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| url = http://online.wsj.com/article/SB10001424052748704358904575478310504593870.html |
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| title = Out of Africa, Into Asia |
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| first = Rachel |
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| last = Dodes |
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| date = 10 September 2010 |
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| publisher = [[Wall Street Journal]] |
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| accessdate = 14 September 2010 |
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}}</ref> |
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Since its founding in 2007, Edun Live has produced 700,000 African made t-shirts. It's what Hewson calls 100 percent African grow-to-sew initiative.<ref>Elle Magazine, July 2010</ref> |
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Founder Ali 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>[http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/]</ref> |
Founder Ali 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>[http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/]</ref> |
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Revision as of 19:53, 4 January 2012
EDUN was launched in Spring 2005 by Ali Hewson and her husband, U2 singer Bono as a for-profit fashion brand with a mission to encourage trade with Africa and raise awareness of the possibilities there.
In May 2009 luxury group LVMH bought a 49% stake in the company.[1] Following LVMH's investment in the brand, Edun appointed a new creative director, Sharon Wauchob.[2] In 2010, Ali Hewson and Bono appear wearing EDUN in a Louis Vuitton campaign, shot by photographer Annie Leibovitz in Africa.[3]
Edun aims to produce 40% of its collection in Africa by 2013. Cite error: A <ref> tag is missing the closing </ref> (see the help page).
Mission
In Spring 2005 Edun was launched as a for-profit fashion brand to raise awareness of the possibilities in Africa and encourage the industry to do business there. [4]
References
External links