Edun, the fashion label launched in Spring 2005 by Ali Hewson and her husband, U2 singer Bono as a for-profit fashion brand with a mission to encourage trade with Africa and raise awareness of the possibilities there and part-owned by luxury group LVMH, seems to be stepping into Spring 2012 with African elements. . “I had sort of avoided it before,” designer Sharon Wauchob, “but now I felt I had the confidence to bring Africa in.”
While subtle and simple, diamond block print used throughout superimposed with an English floral and ethnic jewellery pieces such as shell, bead, and feather necklaces and dangling earrings sent a nod to the African elements at work in the Spring/Summer 2012 ready to wear collection.
EDUN claims that 85% of their clothing (Edun and Edun Live combined) is made in Africa, specifically Tunisia, Tanzania and Kenya, with the remaining 20% is spread out between China and Peru. 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.
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