EDUN

EDUN is a fashion brand established in 2005 by Ali Hewson and Bono with a stated objective of encouraging sustainable commercial relationships with Africa through apparel production and sourcing. The name is “nude” written backwards, a reference associated with naturalness and the Garden of Eden. Rather than presenting its African mission solely as philanthropy, the founders described EDUN as an attempt to build a profitable business in which participants throughout the supply chain would be treated fairly. The label has operated across ready-to-wear, denim-related products, handbags, accessories and T-shirts. Its Africa-oriented manufacturing model has included cotton cultivation, garment production and artisan work. In 2007, the company introduced EDUN Live, a T-shirt division designed around cotton that was grown and garments that were sewn in Africa. In 2008, EDUN established the Conservation Cotton Initiative Uganda, providing funding, training and enterprise support for cotton farmers in northern Uganda. The initiative was intended to help farming communities develop sustainable businesses rather than rely on one-time aid. EDUN’s approach has also evolved in response to the practical difficulties of producing a complete fashion collection in Africa. Around 2010, reporting noted that much of the main fashion line was being manufactured in China, while simpler products continued to be made in Africa. This attracted criticism because the brand’s public identity was closely connected with African production. Ali Hewson explained that business realities had influenced the sourcing mix and argued that the company was expanding, rather than abandoning, its African manufacturing relationships. Later company material described a substantially higher African production share, with the Spring 2017 collection reported as 80 percent made in Africa and the remainder produced in the United States. The sourcing program included organic, recycled and upcycled materials, as well as artisan-made developments. In 2009, EDUN sold a 49 percent stake to LVMH Moët Hennessy Louis Vuitton. LVMH’s involvement brought new management and design resources after the departure of designer Rogan Gregory. Sharon Wauchob subsequently served as creative director, and the label returned to runway presentation in 2010. In 2013, Danielle Sherman became creative director and presented her first EDUN collection during New York Fashion Week in September of that year. Julien Labat became chief executive in 2015, while Sherman left the creative-director role in 2016. The brand pursued collaborations and public-facing projects to connect fashion with its social and African-development themes. A 2010 Louis Vuitton campaign photographed by Annie Leibovitz featured Hewson and Bono wearing EDUN in Africa. In 2012, EDUN and Diesel created the Diesel+EDUN label after a trip involving the founders and Diesel entrepreneur Renzo Rosso to Uganda and Mali. The collaboration was designed to produce goods entirely in Africa and raise awareness of the continent’s creative and manufacturing potential. EDUN launched its first e-commerce platform and opened its first reported retail store at 265 Lafayette Street in New York City in September 2017. Its leather-bag line was described as being sourced and made entirely in Kenya, with handles incorporating recycled polished metal and artisan workmanship. In June 2018, LVMH sold its shares back to Hewson and Bono. Publicly available reference material does not establish the brand’s current ownership, operating scale or trading status after that transaction.

Ali Hewson and Bono founded EDUN in 2005 as a fashion label intended to promote trade with Africa. The founders sought to demonstrate that a for-profit company could create fairer relationships across its supply chain, rather than relying only on charitable aid. The name EDUN reverses the word “nude” and evokes naturalness and the Garden of Eden. EDUN developed a business model combining fashion design with African sourcing and production. In 2007 it launched EDUN Live, a T-shirt operation based on cotton grown and garments sewn in Africa. The company also established the Conservation Cotton Initiative Uganda in 2008. The initiative supported cotton farmers in northern Uganda with financing, training and enterprise assistance, linking agricultural development to the brand’s supply chain. The company’s production model became controversial when reporting around 2010 indicated that most of the main fashion collection was being manufactured in China, while simpler items remained African-made. That sourcing mix appeared inconsistent with the brand’s public mission and produced negative publicity. Hewson responded that the shift reflected the operational demands of the fashion business and said EDUN was increasing the number of African factories involved. Subsequent descriptions of the brand reported a much larger African production share, including an 80 percent African-made figure for the Spring 2017 collection. Materials used by the brand included organic, recycled and upcycled textiles, together with artisan and custom-made work from Africa. In May 2009, EDUN sold 49 percent of the company to LVMH. The luxury group’s investment was intended to provide managerial support and assist in recruiting design leadership after the departure of Rogan Gregory. Sharon Wauchob became creative director, and the company returned to runway presentation in 2010. EDUN also gained international visibility through a 2010 Louis Vuitton campaign photographed by Annie Leibovitz in Africa, in which Hewson and Bono wore EDUN garments. The label continued to change its leadership and creative direction. Danielle Sherman became creative director in April 2013 and presented her first collection, covering ready-to-wear, handbags and accessories, during New York Fashion Week in September 2013. Julien Labat became chief executive in May 2015. Sherman left the creative-director position in May 2016. EDUN pursued partnerships that connected its commercial activity with African development. In 2012, the founders travelled with Diesel entrepreneur Renzo Rosso to northern Uganda and Mali. The trip contributed to the creation of Diesel+EDUN, a collection intended to be made entirely in Africa while supporting sustainable development and promoting the continent’s creative potential. By 2017, EDUN had launched an e-commerce platform and opened a first reported physical store at 265 Lafayette Street in New York City. Its product development included a leather-bag line described as fully sourced and manufactured in Kenya, with artisan-made handles incorporating recycled polished metal. In June 2018, LVMH sold its shares back to Hewson and Bono. The available reference material does not provide enough information to confirm EDUN’s current corporate structure, headquarters, management or active trading status.

• 2018

  Founders regain LVMH shares

  [1]EDUNen.wikipedia.org

  LVMH sells its EDUN shares back to Ali Hewson and Bono.

• 2017

  New York retail store opens

  [1]EDUNen.wikipedia.org

  EDUN opens its first reported retail location at 265 Lafayette Street in New York City.

• 2013

  Danielle Sherman’s first EDUN collection debuts

  [1]EDUNen.wikipedia.org

  Sherman presents her first collection as creative director during New York Fashion Week.

• 2009

  LVMH takes a 49 percent stake

  [1]EDUNen.wikipedia.org

  LVMH becomes a minority investor and supports EDUN with management and design resources.

• 2008

  Conservation Cotton Initiative Uganda is established

  [1]EDUNen.wikipedia.org

  EDUN creates an initiative supporting northern Ugandan cotton farmers through funding, training and enterprise development.

• 2007

  EDUN Live launches

  [1]EDUNen.wikipedia.org

  The brand introduces an Africa-focused T-shirt division based on cotton grown and garments sewn on the continent.

• 2005

  EDUN is founded

  [1]EDUNen.wikipedia.org

  Ali Hewson and Bono establish EDUN as a fashion label intended to encourage fairer trade and production relationships with Africa.

Contemporary fashion positioned around ethical sourcing, African production, sustainable materials and commercially driven social impact.

• Apparel · 2005

  EDUN ready-to-wear

  The core EDUN line consists of contemporary ready-to-wear clothing. Collections have been presented through runway and fashion-week formats and have been associated with the brand’s effort to combine modern fashion design with organic, recycled, upcycled and Africa-sourced materials.

• T-shirts · 2007

  EDUN Live

  EDUN Live is the brand’s Africa-focused T-shirt division, launched in 2007. It was described as a grow-to-sew initiative, using cotton grown in Africa and manufacturing garments on the continent. The division gave EDUN a simpler product category through which to develop direct agricultural and factory relationships.

• Leather goods · 2017

  EDUN handbags

  EDUN expanded into handbags and accessories, including a leather-bag line reported in 2017 as being entirely sourced and made in Kenya. The line incorporated artisan-made handles and recycled polished metal details, linking product design with the label’s African production and craft positioning.

• Collaborative fashion label · 2012

  Diesel+EDUN

  Diesel+EDUN was a collaboration between EDUN and Diesel intended to create a collection made entirely in Africa. The partnership was framed as both a commercial fashion project and an effort to support sustainable development and highlight African creative and manufacturing capabilities.

• 2012Diesel+EDUN collaboration

  International · Africa · Europe · United States

  EDUN joined with Diesel to create a collection intended to be made entirely in Africa after a research and sourcing trip to Uganda and Mali.

  Outcome. The collaboration positioned African manufacturing and creative development as central parts of a commercial fashion project.

  Source
• 2010Louis Vuitton Africa campaign

  International

  Ali Hewson and Bono appeared wearing EDUN in a Louis Vuitton campaign photographed by Annie Leibovitz in Africa.

  Outcome. The campaign increased the brand’s international visibility and associated EDUN with a major luxury-fashion communication platform.

  Source

• 2018

  End LVMH’s investmentM&A

  Background

  LVMH had held a minority stake in EDUN since 2009.

  Action taken

  LVMH sold its shares back to Ali Hewson and Bono.

  Aftermath

  The founders regained the shares, but the available reference material does not establish the brand’s subsequent operating structure.

  Source

• 2017

  Increase African production and open direct retail channelsStrategy

  Background

  EDUN had faced scrutiny over the sourcing mix of its main collection and sought to strengthen its Africa-centered positioning.

  Action taken

  The brand reported that 80 percent of Spring 2017 production was made in Africa, launched e-commerce and opened a New York store.

  Aftermath

  These actions expanded the brand’s direct-to-consumer presence and reinforced its stated sourcing strategy.

  Source

• 2012

  Create the Diesel+EDUN labelProduct launch

  Background

  A trip to development and cotton-related projects in Uganda and Mali encouraged EDUN and Diesel to collaborate.

  Action taken

  The companies developed a label intended to be produced entirely in Africa.

  Aftermath

  The project broadened EDUN’s collaboration strategy and its public focus on African manufacturing and creative opportunity.

  Source

• 2009

  Sell a minority stake to LVMHM&A

  Background

  EDUN sought additional management and design support while developing its fashion business.

  Action taken

  The founders sold 49 percent of EDUN to LVMH Moët Hennessy Louis Vuitton.

  Aftermath

  LVMH supported new management and creative appointments before later selling its shares back to the founders in 2018.

  Source

1. 1EDUNen.wikipedia.org