EDUN
EDUN was launched in Spring 2005 by Ali Hewson and her husband, U2 singer Bono as a global fashion brand bringing about positive change through its trading relationship with Africa.
In May 2009 luxury group LVMH bought a 49% stake in the company.[1][2][3] Following LVMH's investment in the brand, Edun appointed a new creative director, Sharon Wauchob.[4] In 2010, Ali Hewson and Bono appear wearing EDUN in a Louis Vuitton campaign, shot by photographer Annie Leibovitz in Africa.[5]
Edun's supply chain has always included countries outside of Africa.[6] 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.[7] Though EDUN's main focus is trade, the company sources organic and sustainable materials whenever possible.[8]
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.[9]
In 2008, Edun established the Conservation Cotton Initiative Uganda (CCIU). CCIU provides funding, training and enterprise support to cotton farmers to help build sustainable businesses in Northern Uganda, one of the poorest areas of Uganda which is recovering from 25 years of civil war. It currently supports 5,000 farmers and their families and Edun's aim to keep growing this number to reach 8,000 farmers by 2013.[10]
According to Ali Hewson and Bono, 37% of the collection in September 2011 was produced in Africa.[11]
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%".[12]
Edun's Spring 2013 collection was presented in a runway show held in Manhattan's Penn Station. [13]
Mission
EDUN is a for-profit contemporary fashion brand that aims to raise awareness of the possibilities in Africa and encourage the fashion community to do business there.[1]
References
- ^ a b "The Times". Atu2.com. 9 May 2010. Retrieved 27 September 2012.
- ^ "The Today Show". Youtube.com. 16 July 2006. Retrieved 27 September 2012.
- ^ "The Independent". Atu2.com. 30 May 2010. Retrieved 27 September 2012.
- ^ "Voque UK, Edun's New Dawn, 2010". Vogue.co.uk. 20 January 2010. Retrieved 27 September 2012.
- ^ "Vogue UK, Bono In Fashion, 2010". Vogue.co.uk. 2 September 2010. Retrieved 27 September 2012.
- ^ Bowman, Jo. "CNBC.com". Cnbcmagazine.com. Retrieved 27 September 2012.
- ^ [1][dead link]
- ^ eco-asia.info
- ^ Elle Magazine, July 2010
- ^ "edun.com". edun.com. 31 January 2012. Retrieved 27 September 2012.
- ^ September 13, 2011 (13 September 2011). "Q&A: Ali Hewson and Bono - Parties - Eye". WWD.com. Retrieved 27 September 2012.
{{cite web}}: CS1 maint: numeric names: authors list (link) - ^ "Ali Hewson and Bono's return to Edun | Arts | National Post". Arts.nationalpost.com. 5 March 2011. Retrieved 27 September 2012.
- ^ "NY FASHION WEEK: EDUN Spring 2013". Ms. Fabulous. 11 September 2012. Retrieved 11 September 2012.
Bono
External links