A Rare Brand Merging High Fashion with African Support

To begin, let's delve into the brand's biography to understand EDUN better.

The brand name is an anagram of "NUDE" and a play on "EDEN," signifying a return to nature. It expresses respect for the four elements: the materials, the makers, the place of production, and the wearer.

EDUN was established in the spring of 2005 by Ali Hewson and her husband, Bono, the vocalist of U2. The brand, themed "socially and ethically beautiful clothing," incorporates a system of support for developing countries, aiming to expand Africa's potential and revitalize its industries.

In 2007, they launched "EDUN LIVE," a line of pure white T-shirts produced entirely in Africa, from raw material sourcing to final sewing.

In 2009, Sharon Wauchob, a designer from Northern Ireland who had been based in Paris, was appointed Creative Director. With the support of LVMH, EDUN established the advanced knowledge and structural foundation to grow into a global fashion brand. These transformations made business in Africa more viable.

The supply chain for product manufacturing has expanded beyond Africa to include Peru, Portugal, and other regions worldwide. Currently, approximately 80 percent of EDUN's products, including the EDUN LIVE T-shirts, are produced in Africa. Recently, production has also begun in Tunisia, Tanzania, and Kenya, with a continued focus on enhancing production capacity within Africa.

An Interview with Ali Hewson

Talented and beautiful. This phrase came to mind upon meeting Ali Hewson of EDUN. At 50, she possesses remarkable beauty and holds degrees in sociology and political science from her alma mater, University College Dublin, from which she also received an honorary doctorate. Her inner grace radiated a dignified presence. While she is Bono's wife, viewing her solely through that lens would be a disservice. Our conversation confirmed this initial impression.

—What inspired you to create EDUN?

The initial idea was to establish a brand rooted in Africa. Bono was active in Africa on a macro level, and I wanted to contribute on a micro level, doing something more directly within the communities. As most of Africa consists of developing nations, I began to think about how I could supplement aid and contribute to the lives of the people living there.

—There were likely many avenues you could have pursued. Why did you choose fashion?

A significant factor was that it's historically a cotton-producing region. Furthermore, there were existing factories capable of garment production. In essence, the infrastructure for creating clothing was already in place. However, the process of actually producing and marketing these clothes was lacking, and that's where I saw an opportunity to begin. It was about creating jobs for the people there.

I spent about five weeks working in a refugee camp in Ethiopia in 1985. While the food famine was nearing its end at that time, it was an incredibly profound experience for me. I witnessed extreme poverty and hunger, and saw flies everywhere, yet I was struck by the sheer beauty of the country and the incredible strength of its people. They were so vibrant, so warm. I saw not the Africa of the past, but the future of Africa. It was then that I became convinced I could make a difference.

—Has EDUN been progressing smoothly?

I believe the brand truly began to gain momentum after LVMH's capital investment in 2009. LVMH provided us with invaluable expertise as a company and in business operations. With business, design, and product aligning, things started moving in a positive direction. It was as if a wobbly table with only three legs suddenly became very stable, and I feel there's potential for continued growth. The materials and products are exceptional, and our Creative Director, Sharon Wauchob, is doing a fantastic job. Our current challenge is how to approach the market. And, crucially, how we can continue to contribute to Africa, which was our original mission. The more we strive, the more we can give back to Africa.

—The Spring/Summer 2012 menswear collection seems inspired by Dennis Hopper.

His entire way of life and style served as inspiration. He possessed a dual identity as both an actor and an artist, making him a pioneer in many respects. I was moved by his sense of style and his mindset, which guided the creation of the collection. The collection captures a day in the life of a contemporary artist and actor, from casual studio wear to formal Hollywood attire.

—Could you share your vision for the future?

Our immediate goal is to continue. We aim to create beautiful products, increase brand awareness, and have many people wear our clothing. We want to keep using high-quality materials and producing excellent garments. Wearing EDUN should not only make someone look good but also feel comfortable. By continuing this, we also sustain our mission of supporting Africa. All the men who wear our clothes look cool (laughs). Justin Timberlake even wore one of our jackets to the EMA awards ceremony.

—Do you have a message for OPENERS readers?

I believe EDUN aligns well with OPENERS readers. Our concept is "New Luxury," so you'll be satisfied with both the appearance and the comfort. Please, do try wearing EDUN.

Ali Hewson
EDUN Co-Founder. Born in Ireland in 1961. Traveled to Ethiopia in 1985 and worked there. The experiences gained changed her perspective on poverty, inspiring a desire to improve opportunities in Africa. She later returned to Ireland and completed her studies in sociology and political science at University College Dublin (UCD). Based in Ireland, Ali actively engaged in charitable work. With CCPI (Chernobyl Children's Project International), she frequently drove from Dublin to Chernobyl herself to deliver aid to those still facing physical and social challenges following the nuclear accident. In recognition of these efforts, she was awarded an honorary doctorate from the National University of Ireland, Galway, in 2002. Beyond EDUN, she co-founded the natural cosmetics brand Nude in 2007 with Bryan Meehan.

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