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EDUN was launched in Spring 2005 by Ali Hewson and her husband, U2 singer Bono as a for-profit fashion brand with a mission to encourage trade with Africa and raise awareness of the possibilities there.
In May 2009 luxury group LVMH bought a 49% stake in the company. Following LVMH's investment in the brand, Edun appointed a new creative director, Sharon Wauchob. In 2010, Ali Hewson and Bono appear wearing EDUN in a Louis Vuitton campaign, shot by photographer Annie Leibovitz in Africa.
EDUN claims that 85% of their clothing (Edun and Edun Live combined) is made in Africa, specifically Tunisia, Tanzania and Kenya, with the remaining 20% is spread out between China and Peru. Edun's supply chain has always included countries outside of Africa. EDUN requires every factory to be audited by a third party on an annual basis to ensure they follow the fashion brand's strict code of conduct.Though EDUN's main focus is trade, the company sources organic and sustainable materials whenever possible.
In 2010, revelations were made that only 15% of EDUN's line was produced in Africa, with 70% produced in Asia with the remainder sourced from Peru.
Since its founding in 2007, Edun Live has produced 700,000 African made t-shirts. It's what Hewson calls 100 percent African grow-to-sew initiative.
Founder Ali Hewson said in March 2011, "There is a misconception that we moved business out of Africa. We didn’t. We’re now working in eight factories in Africa whereas this time last year we were in two. We’ve actually grown our Edun business in Africa and by 2013, it will be up to 40%".
EDUN is a for-profit contemporary fashion brand that aims to raise awareness of the possibilities in Africa and encourage the fashion community to do business there.
