EDUN

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.

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

History

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

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. The company now produces 85% of its collection in Africa.