November 03 2011
In 2005, Edun was a fledgling fashion label started by Ali Hewson and Bono to encourage trade with Africa. Now it has an international clientele, tutorage from luxury heavyweight LVMH, which bought a 49 per cent stake in 2009, and successful spin-off projects, such as the Conservation Cotton Initiative, which provides funding for more than 4,000 cotton farmers in Uganda.
This month sees the launch of the Pioneers Project, whereby 10 per cent of the sales of Edun clothes (from £45) worn by selected altruistic “pioneers” pictured on its website go to a good cause. They include Sean Carasso, founder of Falling Whistles, a non-profit that sells necklaces to aid those affected by war in the Congo, and Neil Blumenthal and David Gilboa, who founded eyewear company Warby Parker, which donates funds from the sale of its glasses to Vision Spring, a project that provides spectacles and training to low-income female entrepreneurs in developing countries.
Pictured: Edun shawl rib collar pieced jacket, $398, sold in support of Falling Whistles.