EDUN: Thoughtful Consumerism & Community-Based Value Chains
A clothing company is looking to help lay the foundation for a better world in Africa.
EDUN is a for-profit fashion company that aims to raise awareness of the possibilities in Africa and encourage the fashion community to do business there. Launched in 2005 by Ali Hewson and Bono, EDUN was founded on the premise of “trade for aid” as a means to create jobs and alleviate poverty.
To help achieve this goal, EDUN is investing in the development of a community-based value chain in Uganda, beginning with organic cotton.
In 2007 the company launched EDUN LIVE, a blank tee shirt division that is 100% “grow to sew” African produced. In May 2009, luxury group LVMH took a substantial stake in the company, adding EDUN to their stable of world-class fashion brands.
Recently, the company launched a Special Edition Grow to Sew African produced tee shirt series as part of the Pre-Fall Collection created in honor of the 2010 World Cup in South Africa Included in this series is a “South Africa” soccer ball graphic tee that features the shape of the African continent at the center of the ball.
One hundred percent of proceeds from this Grow to Sew series will go to the Conservation Cotton Initiative (CCI) in Uganda, an organic farming program created by EDUN and the Wildlife Conservation Society that aims to build sustainable, organic farming communities and offer farmers a fair trade market for their cotton.
The line is now sold globally through a recently launched site.
More info about EDUN in the video below: