Sunday, December 12, 2010

I don't care about Bono, but I like his wife

No need for bra or panties with Kenya Kids Tees
(photo courtesy of Edun)
I don't care about Bono and what he is supposedly doing for Africa. His One campaign received almost £9.6million in donations in 2008 but handed over only £118,000 to good causes. But I love Ali Hewson, Bono's wife. Ali is fashion's conscience: she set up Edun, one of the world's leading ethical fashion brands. Yes, fashion can be ethical.

Coral dress by Edun
Ethical fashion? Yep, this dismal term has been kicking around for some time, but since Edun sold a 49 percent stake to the fashion conglomerate LVMH last May, it has definitively gone mainstream. "It's given us more muscle," says Ali.

Ali Hewson describes Edun's fashion as follows: "In general, the Edun aesthetic is feminine, sexy with a rock'n roll edge – clothes that take you from day to night, the office to the club."

Edun's clothes are produced with communities in Kenya, Tunisia, Lesotho, Tanzania and Uganda.

Edun also supports Bidii School in Kibera in Nairobi. The artwork on Edun's Kenya Kids Tees (see picture above) was created by kids from the Bidii School. One hundred percent of the proceeds from the sales of these really striking shirts go to back to the school.


Mgangagenge said...

Umewai ona ile Southi PaK ampao walikuwa wanachongoa yule Pono?

CCTV Karachi said...

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