Fashion and politics intersect with Edun

Leave it to an Irish rock star and activist to create a clothing line with a socially conscious spin. Bono and his wife, Ali Hewson, launched their line ‘Edun’ (nude spelled backwards) earlier this month at Saks Fifth Avenue in New York City. The pair collaborated with Gregory Rogan, the designer behind the high-end denim line, Rogan, to unite aesthetic and ethical production without economic exploitation.

Edun follows four strict ideals set by Hewson. “Respect for the environment from where the clothing came from; respect for what the material is made up of; respect for the person who made the clothes; and respect for the person who buys it.” The goal of the line is to make people label conscious. The idea Bono says, “came out of wanting to treat people in the developing world in a non-patronizing way, through business. It’s a trade rather than aid model that we're interested in.”

Bono is notorious for his political mindedness. He fought for debt and AIDS relief in Africa. After traveling to Africa many times, it is of no surprise that he would see Africa fit for the job of housing factories. Bono told the Associate Press, “[Edun] is a marriage of social activism and aesthetic innovation while creating employment in Africa and other developing areas of the world.” Edun garments will also be produced in Latin America.

Bono, Hewson and Rogan swear by their environmental friendly materials and processes. The casual collection of clothing utilizes traditional Incan vegetable dyes and other organic materials as a way of staying fashionable while using local resources. And as for child labor? Kathy Lee Gifford may have exploited young children, but slave-like sweatshop conditions aren’t a concern when sporting Edun.

The spring collection will feature chiffon dresses, knit jersey tops, and avant-garde denim and cost anywhere between $45 and $300. One of the chicest details is the inscribed jean pockets. Each pair includes one of the German writer Rainer Maria Rilke’s poems embroidered inside. One message states, “we carry the story of the people who make our clothes around with us.”

If you are one of many lucky fans who scored a ticket to U2’s sold out world tour, you can take home a special Edun original. The concert T-shirts will be made and designed by Edun. U2 invades Chicago at the United Center May 7, 9, 10 and 12.

Not only does this collection bring together rocker chic and hip, eco-friendly materials, but it also speaks to the activist in us all. Hopefully, Bono has now found what he’s looking for.