In the search of ecological, sustainable or fair-trade Products we carry, for the first time, this summer the brand EDUN.
EDUN is a socially conscious clothing company launched in Spring 2005 by Ali Hewson and Bono with New York clothing designer Rogan Gregory. The company's mission is to help increase trade and create sustainable employment for developing areas of the world with an emphasis on Africa, providing a business model that others can replicate and follow.
It is a for profit business that works on a micro-level to help build the skill set of our factory base. Equally, EDUN acts as a voice to encourage the fashion community to do business in Africa as a means to bring the continent out of extreme poverty.
EDUN works on the basis of trade vs aid to help build sustainable communities. We currently produce in India, Peru, Tunisia, Kenya, Lesotho, and Madagascar.
EDUN offers a return to nature with a fashion edge. Inspired by the art nouveau movement of the late 1800's, EDUN's designs draw from the flowing forms found in the world of nature, by day and by night. The movement - marked by a blending of disciplines from artists, poets and musicians coming together in reaction to the coldness posed by the Industrial Revolution - revered beauty in craftsmanship and everyday objects. This was most evident in the work of Rainer Maria Rilke and the art of Klimt.
EDUN Question and answers:
EXPLAIN EDUN?
EDUN is the socially conscious clothing label created by Ali Hewson, New York fashion designer Rogan Gregory and Bono. EDUN’s founding philosophy is that the clothes look beautiful and are manufactured according to fair trade principles.
EDUN was launched in Spring 2005 with the sole aim to bring the issue of long-term sustainable employment to the forefront via the world of high fashion.
EDUN grew out of a desire to shift the focus away from aid in the developing world, particularly Africa, to trade.
WHY IS INCREASING ENSURING LONG-TERM SUSTAINABLE EMPLOYMENT TRADE FOR DEVELOPING COUNTRIES ESSENTIAL IN THE FIGHT AGAINST POVERTY?
In order to help Africa invest in health, water, roads and education systems for its people, and grow sufficiently to reduce its dependency on development assistance and debt relief, trade opportunities must increase. An expanded and fairer trade system would allow African countries to earn the resources they need and not only achieve the Millennium Development Goals but reach a more important goal for Africa: self-sufficiency.
In 1980 Africa had a 6% share of world trade. By 2002 this had dropped to just 2% despite the fact that Africa has 12 % of the world’s population.
If Africa could regain just an additional 1% share of global trade, it would earn $70 billion more in exports each year – more than three times what the region currently receives in international assistance. If in addition, all countries in East Asia, South Asia and Latin America were each to increase their share of world exports by 1%, the resulting gains in income could lift 128 million people out of poverty.
IS EDUN A CHARITY?
EDUN is not a charity, it is a for profit business. Via a successful economic business model it is EDUN’s mission to provide long-term sustainable employment in developing countries to help foster economic growth rather than provide charity.
HOW DOES EDUN ENSURE PROVIDE LONG-TERM SUSTAINABLE EMPLOYMENT?
EDUN have a triple bottom line, which means EDUN’s decision to do business with a factory is not based only on price margin. EDUN pays and stays they do not cut and run. EDUN is focused on providing a deeper commitment by working with the factories to grow their capabilities so they are a viable resource for EDUN as well as other brands.
DO YOU PROVIDE ANY EMPLOYMENT TRAINING?
It is EDUN’s aim to provide training in specific production and manufacturing techniques. By increasing the capabilities, knowledge skill set of each of their employees it will help to ensure EDUN is competitively placed within the production arena. By having a wider technical production offering it will allow the factories to take on more complicated orders to a wider variety of brands. This will in turn, increase volume of work and long-term sustainable employment.
DO YOU SUPPORT THE FACTORY COMMUNITY AT A LOCAL LEVEL?
There is a long-term commitment for EDUN to support local factory communities. As the brand matures and the infrastructure is further in place EDUN will look at developing long-term support programmes. However, it is EDUN’s immediate mission to create jobs and most importantly long-term sustainable employment.
EDUN is working hard to put in place an infrastructure and a network with local mills, cotton growers and manufacturers. It is EDUN’s goal to create a blueprint by doing the groundwork and laying the foundations so that the process can be easily replicated by other brands. EDUN will be able to provide an update on support activities later in the year.
WHERE DOES EDUN CURRENTLY MANUFACTURE?
EDUN utilizes locally run factories in Africa, South America and India.
WHERE DO THE RAW MATERIALS FOR THE CLOTHES COME FROM?
Sourcing fabrics and raw materials change with the season and fabrication requirements of each collection. EDUN sources woven fabrics from the premier mills in Europe, Japan and North Africa. EDUN’s knits are vertically sourced in Peru. EDUN will use organic cotton wherever possible. Currently, approximately 30% of the cotton product sold is made with organic cotton. EDUN sources African cotton and fabrics wherever possible.
www.edun.ie
