Sweet Charity

 

 

The worlds of music and fashion often collide.  But when Bono of U2, his wife of 22 years, Ali Hewson, and designer Rogan Gregory came up with Edun, it is guaranteed it will be out of the ordinary.

 

 

 

Edun: A “socially conscious apparel brand”, it has been described as and has the ideas of ethnical commerce and sustainable development.  In the same way that Fair Trade chocolate or coffee benefits producers in developing countries by paying them decent money for their goods, so Edun is predicated on a more equitable distribution of profit.

 

Edun has no Asian sweatshops employing underpaid children to churn out garments made from chemically treated materials.  From cotton field to factory to shop to customer- the founding principle behind the label is that everyone in the chain benefits.

 

Edun sources organic fabric, where possible, from Peru and Turkey. And the line- soft, slouchy denims, cotton shirts and layering tees-is made in worker friendly factories in America, Tunisia and sub-Suharan Africa.  Every garment features a slogan stitched inside: “We carry the stories of the people who make our clothes around with us”.  In the words of Bono, responsible for this slogan and maestro of the headline grabbing statement, “it’s conscious consumerism”.

 

The creative director, Rogan Gregory, was motivated to get involved by the fact that “fashion leads all other trends – design and other mass movements – towards a certain aesthetic lifestyle”.  He also believed he could turn the copycat mindset that characterises the industry to good effect. Therefore, he created something which could be copied, but when it was copied, it was spreading the idea of bran with a conscious, not just clothes.  This means that it makes abit of a change and is quite positive.

 

Ali met Gregory whilst deciding with U2’s stylist, about the look they wanted for the band. They banged their head together and wanted to create something ethical and new.  Bono and his wife were already involved in the Dublin-based chain of ethical, healthy fast food restaurants, Nude. Therefore, they joined forces and the rest is history.

 

The clothes created at Edun are shapeless smocks, scratchy hemp-wear – and although they look slightly dull- they are actually rather cool.  The collection involves cute skirts, hooded tops and buttoned vests in soft colours and finishes.  It is a reaction to the ‘bling bling thing’, and abit more back to nature.  Hence the ‘back to nature’ name. 

 

Ali, responsible for the managing of Edun and driving it forward, is a well known and much loved figure in Ireland on account of her many charity works. Her famous husband contributes with the ideas but he “stays away from the clothes!” he says. 

 

For all three kindred spirits, Edun is about doing their bit, not for anti-globalisation nor a military movement but for respect to the people who made the clothes. It means that you can buy them and feel good about wearing them.

U2 are planning to incorporate Edun clothing into the merchandise on sale during their world tour.  They are also in talks with other bands like Coldplay and REM, so that they can do the same.

 

If it creates a level of respect for the labourers, ethically friendly and stylish all at the same time, all I can say is Rock on!

Edun is available exclusively at Selfridges.

 

 

Kyrsty Hazell