Established in 2005, Edun is a fashion brand inspired by Africa whose core values are beauty and transformation. Its founders, Ali Hewson and U2 ‘s singer Bono have a lifelong love for the continent. The House aims at encouraging other fashion brands to do business with Africa, in order to help attract more volumes of trade to Sub-Saharan Africa.
Since its launch, Edun has sourced globally from various countries both in and out of Africa, including Peru, Tunisia, Tanzania, Kenya, Madagascar, Morocco, Uganda and most recently China. In 2007, Edun launched the division Edun Live, a tee-shirt business which is 100% grown and sewn in Africa. The company actively works to increase trade with Africa and it is aiming to have 40% of its fashion collection produced in Africa by 2013. The brand is continually looking for new opportunities in Africa to support, provide trade and visibility for local businesses.
Wherever Edun is present, it requires all factories to respect legal labour, health, safety, as well as good working conditions. Edun engages independent auditors to conduct checks every six months to ensure its code of conduct is being met and works with factory owners to recommend improvements.
Edun established partnerships with the Wildlife Conservation Society (WCS) and Invisible Children and helped to set up the Conservation Cotton Initiative Uganda (CCIU) which is a farming program that provides funding, training and enterprise support to cotton farmers and their families in Northern Uganda.
In 2009, LVMH group bought a significant stake in Edun. LVMH provides essential support, investment and infrastructure to help Edun grow its business into a global fashion brand and support its vision to grow trade in Africa. By 2013, Edun aims to have 40% of the collection manufactured in Africa.
Edun is part of the Louis Vuitton Moët Hennessy LVMH Group. Group’s brand portfolio: 10 Cane Rum, Acqua Di Parma, Belvedere, Benefit Cosmetics, Berluti, Bodega Chandon Argentina, Bvlgari, Cape Mentelle, Celine, Chateau Cheval Blanc, Chateau D’Yquem, Chaumet, Cheval Blanc, Cheval Des Andes, Cloudy Bay, De Beers, DFS, Dior Montres, Dom Perignon, Domaine Chandon Australia, Domaine Chandon California, Donna Karan, Edun, Emilio Pucci, Emilio Pucci Parfums, Fendi, Fendi Perfumes, Fred, Fresh, Givenchy, Groupe Les Echos, Guerlain, Hennessy, Hublot, Jardin D’Acclimatation, Kenzo, Kenzo Parfums, Krug, La Samaritaine, Le Bon Marche, Loewe, Louis Vuitton, Make Up For Ever, Marc Jacobs, Mercier, Miami Cruiseline Services, Moet & Chandon, Nowness, Nude, Numanthia, Parfums Christian Dior, Parfums Givenchy, Perfumes Loewe, Royal Van Lent, Ruinart, Sephora, Stefanobi, Tag Heuer, Terrazas De Los Andes, The Glenmorangie Company, Thomas Pink, Veuve Clicquot and Zenith.