In Good Fashion: EDUN
If Alicia Keys chooses to sit in a runway’s front row (during New York Fashion Week, nonetheless), the styles coming down it are sure to be show stopping.
Launched in 2005 by Bono (yes, that Bono) and his wife, Ali Hewson, EDUN exists to promote change in Africa through a positive trading relationship, as well as through promoting the continent’s role as a cutting-edge player in the world of contemporary fashion.
By manufacturing a portion of its (much-obsessed-over) pieces in Africa using an ethically solid business model, an example is set – for-profit businesses do have the ability to bring about positive change in developing nations.
The company achieves this in a variety of ways. EDUN requires that all of its operating factories in Africa be reviewed by a third party, twice a year, to ensure that all standards for conduct are being upheld as requested. And, in collaboration with Invisible Children, EDUN established the Conservation Cotton Initiative Uganda (CCIU) to train and support Ugandan cotton farmers in building sustainable businesses in the country’s war-ravaged northern region.
At the helm of EDUN’s razor-sharp men’s and women’s looks (all New York Fashion Week veterans in their own right) is Irish-born, Paris-based designer Sharon Wauchob, the brand’s creative director. As Wauchob recently explained to the Daily Herald, EDUN’s female look is tough but soft, incorporating delicate materials into classically rough-around-the-edges, utilitarian styles.
A runway representing humanitarian goodwill? Here’s to, someday, Fashion Week being full of them.
By Sarah Stanley, Staff Writer
Want to learn more about stylish acts of charity? Check our blog’s In Good Fashion column, every Thursday.
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