EDUN
Encyclopedia
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.The Times; The Today Show; The Independent Following LVMH's investment in the brand, Edun appointed a new creative director, Sharon Wauchob.
In 2010, Ali Hewson and Bono
appear wearing EDUN in a Louis Vuitton campaign, shot by photographer Annie Leibovitz
in Africa.
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. 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. Though EDUN's main focus is trade, the company sources organic and sustainable materials whenever possible.
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.
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.
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%".http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/
U2
U2 are an Irish rock band from Dublin. Formed in 1976, the group consists of Bono , The Edge , Adam Clayton , and Larry Mullen, Jr. . U2's early sound was rooted in post-punk but eventually grew to incorporate influences from many genres of popular music...
singer Bono
Bono
Paul David Hewson , most commonly known by his stage name Bono , is an Irish singer, musician, and humanitarian best known for being the main vocalist of the Dublin-based rock band U2. Bono was born and raised in Dublin, Ireland, and attended Mount Temple Comprehensive School where he met his...
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.The Times; The Today Show; The Independent Following LVMH's investment in the brand, Edun appointed a new creative director, Sharon Wauchob.
In 2010, Ali Hewson and Bono
Bono
Paul David Hewson , most commonly known by his stage name Bono , is an Irish singer, musician, and humanitarian best known for being the main vocalist of the Dublin-based rock band U2. Bono was born and raised in Dublin, Ireland, and attended Mount Temple Comprehensive School where he met his...
appear wearing EDUN in a Louis Vuitton campaign, shot by photographer Annie Leibovitz
Annie Leibovitz
Anna-Lou "Annie" Leibovitz is an American portrait photographer.-Early life and education:Born in Waterbury, Connecticut, Leibovitz is the third of six children. She is a third-generation American whose great-grandparents were Jewish immigrants, from Central and Eastern Europe. Her father's...
in Africa.
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. 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. Though EDUN's main focus is trade, the company sources organic and sustainable materials whenever possible.
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.
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.
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%".http://arts.nationalpost.com/2011/03/05/ali-hewson-and-bonos-return-to-edun/