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.

EDUN
IndustryFashion design
Founded2005
Headquarters
Dublin, Ireland
New York City, United States
Key people
Ali Hewson (Co-founder)
Bono (Co-founder)
Julien Labat (Chief executive)
Danielle Sherman (Creative director since April 2013)
Sharon Wauchob (Creative director 2009–2013)
Rogan Gregory (2005–2007)
ProductsClothing, footwear, handbags

Danielle Sherman was named Creative Director in April 2013.[1] Her first collection debuted during NY Fashion Week, September 2013.[2] 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).[3] It was intended to help bring about positive change in Africa through a fair trade-based relationship rather than by direct aid.[4][5] Hewson said they wanted "to show that you can make a for-profit business where everybody in the chain is treated well."[4]

In May 2009 the couple sold 49% of the company to LVMH Moët Hennessy Louis Vuitton.[6][7][8][9][10] The large luxury conglomerate, helped the company recruit new management and a new designer after the departure of Rogan Gregory two years before.

Following LVMH's investment in the brand, EDUN appointed a new creative director, Sharon Wauchob.[6] In season 2010 Edun brought back the focus to the runway, which was critical for their new chief executive, Janice Sullivan, former president of Liz Clairbone Inc.’ DKNY Jeans division. The same year Ali Hewson and Bono appeared wearing EDUN in a Louis Vuitton campaign, shot by photographer Annie Leibovitz in Africa.[11]

In April 2013 Danielle Sherman became the creative director for the brand[12] and debuted her first collection SS14 during New York Fashion September 2013.

Julien Labat is taking over as chief executive officer of Edun, effect 1 May 2015.[13] Labat most recently worked at French fashion brand Carven as Commercial Director.[14]

In May 2016 Danielle Sherman has resigned as creative director of Edun, a role she held for three years, to pursue other opportunities.[15]

From Spring 2017, 80% of EDUN’s production is made in Africa and the remaining 20% is produced locally in the US. Collection’s sourcing is a mix of organic, recycled, upcycled fabric and some artisanal-custom-made developments from Africa. EDUN just launched its first E-commerce platform recently on Edun.com. The collection also welcomed its first leather bag line, 100% sourced and made in Kenya, signed by an artisanal handle made of recycled polished metal.[16]

EDUN opens its first retail location on 14 September 2017. Located at 265 Lafayette Street, in New York City.[17]

Mission

In 2008, Edun established the Conservation Cotton Initiative Uganda (CCIU), which provides funding, training and enterprise support to cotton farmers to help build sustainable businesses in Northern Uganda.[18]

Edun Live

In 2007, Edun launched the division Edun Live, a tee-shirt business which is 100% grown and sewn in Africa.[19]

DIESEL + EDUN

In January 2012, Italian fashion entrepreneur and "jeans genius" Renzo Rosso of the Diesel group,[20] Hewson and Bono travelled to north Uganda, where EDUN's Conservation Cotton Initiative (CCI) is based, and to Dioro in Mali, which is house of the Only The Brave Foundation Millennium Village, a project of the Earth Institute at Columbia University, the United Nations Development Programme, the Millennium Promise, and Renzo Rosso.[21] This African journey encouraged them to join their forces for a new Diesel+Edun label that will be made entirely in Africa to generate sustainable development and raise awareness of the creative opportunities in the continent.[22]

Source of manufacturing

By 2010, most of the company's fashion line manufacturing was in China, while simpler garments were still African-made. This gave some negative publicity to the brand.[6][7][23] Hewson said that business realities compelled this action, but that over time she hoped more work could be done in Africa.[6] Since its founding in 2007, Edun Live has produced 700,000 African made t-shirts. Hewson calls this venture 100 percent African grow-to-sew initiative.[24] Hewson said in March 2011, "There is a misconception that we moved business out of Africa. We didn’t. We’re now working in eight factories in Africa whereas this time last year we were in two. We’ve actually grown our Edun business in Africa and by 2013, it will be up to 40%".[25] The company now produces 85% of its collection in Africa.[26]

References
  1. http://www.vogue.co.uk/news/2013/04/edun-appoints-danielle-sherman-as-creative-director [accessed 15 November 2013]
  2. http://www.stylequotidien.com/edun-ss14-runway/ [accessed 15 November 2013]
  3. Masterson, John (6 March 2005). "Ali's other Eden". Irish Independent. Dublin.
  4. "Fashion with a Conscience". Heyoka. Spring 2006. Archived from the original on 17 June 2006.
  5. "About Edun". EDUN. Archived from the original on 29 March 2007. Retrieved 24 March 2007.
  6. Atkinson, Nathalie (5 March 2011). "Ali Hewson and Bono's return to Edun". National Post. Toronto. Archived from the original on 7 July 2012.
  7. Dodes, Rachel (10 September 2010). "Out of Africa, Into Asia". The Wall Street Journal.
  8. Flintoff, John-Paul (9 May 2010). "Mrs Bono on how fashion can save the world". The Times. London.
  9. "The Today Show". Youtube.com. 16 July 2006. Retrieved 27 September 2012.
  10. McLean, Craig (30 May 2010). "Ali Hewson: Edun regained". The Independent. London. Retrieved 27 September 2012.
  11. "Vogue UK, Bono In Fashion, 2010". Vogue.co.uk. 2 September 2010. Archived from the original on 5 September 2010. Retrieved 27 September 2012.
  12. White, Belinda (2013). "Alexander Wang designer Danielle Sherman moves to Edun – Telegraph". fashion.telegraph.co.uk. Retrieved 19 August 2013.
  13. http://wwd.com/fashion-news/fashion-scoops/edun-names-julien-labat-ceo-10117318/
  14. http://uk.fashionnetwork.com/news/Edun-appoints-Labat-CEO-,534947.html#.WbsFNdOGPq0
  15. http://wwd.com/fashion-news/fashion-scoops/danielle-sherman-exits-edun-10435697/
  16. https://www.vogue.com/fashion-shows/pre-fall-2017/edun
  17. https://www.vogue.com/article/edun-new-york-city-store
  18. "Juxtapoz Magazine – Sean Metelerkamp for DIESEL x EDUN: Studio Africa". juxtapoz.com. 2013. Retrieved 19 August 2013.
  19. "Archived copy". Archived from the original on 30 May 2013. Retrieved 26 June 2013.CS1 maint: archived copy as title (link)
  20. Menkes, Suzy (30 September 2003). "Renzo Rosso, jeans genius". The New York Times.
  21. "Only The Brave Foundation Launches Partenership with Millennium Promise". New York, NY: Millennium Villages Project. 14 September 2010.
  22. Menkes, Suzy (15 November 2012). "Philanthropy in Fashion". The New York Times.
  23. Bowman, Jo. "CNBC.com". Cnbcmagazine.com. Archived from the original on 2 March 2012. Retrieved 27 September 2012.
  24. Elle Magazine, July 2010
  25. "Ali Hewson and Bono's return to Edun | Arts | National Post". Arts.nationalpost.com. 5 March 2011. Archived from the original on 7 July 2012. Retrieved 27 September 2012.
  26. "Ali Hewson, Danielle Sherman and Simon Doonan Talk EDUN". 7 March 2014. Retrieved 30 June 2014.
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