Edun
Accessories / Apparel / Denim
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 lu...
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. 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'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. 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.Brand Details
Founder
U2 singer Bono
Designer
Danielle Sherman
from
2013to
PresentBrand Strategy
Market segment
Bridge
Core business
Apparel
Targets
Men, Women
