By Elizabeth Kalu
With a mission to develop and encourage trade in Africa, Ali Hewson and Bono started EDUN in 2005. Edun is a for-profit business with the aim of making beautiful clothing while creating a global fashion brand. Edun’s production and business has grown significantly to the extent of creating a platform of opportunities by supporting manufacturers, infrastructure and community building initiatives.
Edun’s vision is to create a long standing environment for sustainable commercial and social development by encouraging others in the fashion industry to do business in Africa. Since 2007, Edun has produced over 700,000 t-shirts in the continent. Edun works closely with the Wildlife Conservation Society to support farmers and local communities. The emergence of Edun will hopefully create a platform for designers, entrepreneurs and other citizens to tap into the natural resources and talent in Africa. It also challenges other African designers to look towards making eco-friendly wearable clothes, as seen in Edun’s S/S12 collection.
With the help of a creative and strong team (Jefferson Hack-creative consultant and Sharon Wauchob-creative director), Edun released an ad campaign for their Spring/Summer 2012 collection. This eco-friendly collection shot by the talented Ryan McGinley, features six species of butterfly that are all indigenous to Africa.
“We really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation,” said Hewson in a phone interview from Africa. She added that it was time to tell Edun’s story through a campaign, and to build on the momentum of the brand, which is posting double-digit growth each season. (WWD magazine).”
During New York Fashion Week, Edun brought their vision alive through their S/S12 collection. Edun takes juxtaposition to the next level by mixing African prints and cotton florals. The prices of this collection ranges from $59-$698 and is available in Nordstrom and Scoop.
For a full gallery of the collection, click HERE
What are your thoughts about this collection?