Edun is a global fashion brand bringing about positive change through its trading relationship with Africa. Founders Ali Hewson & Bono (U2 singer) started the brand in 2005 and have seen it grow from tshirts to a full seasonal collection and become a global fashion brand. Created to make beautiful clothes in a way that was fair to everyone and a way that would benefit Africa, Edun is providing work and trade to the country.
During my time in Paris, I stopped by the Edun Showroom to see the A/W2013 Collection. They say first impressions last and for me, this collection still remains in my mind since the day I saw it. A strong punk presence (but in an elegant way) was seen throughout the racks, my eye immediately drawn to the pops of deep pinks, reds and lime in an otherwise classic black collection. The finer details of zips, pockets and tweed fabrics give the garments a strong relevance of todays forward fashion and a good reference to the 80′s/90′s. I could have picked out 6-10 key items I fell in love with and as for the men’s collection? Well, it was so cool, I found myself saying ‘Oh, I’d love my husband to wear that’ to almost every piece. Lucky for us in Australia, Edun will soon expand its presence in our stores, but for now, I suggest you watch the runway and get ready for a POSITIVE fashion take over.
“Edun is our voice, to help raise awareness for the possibilities in Africa, its why we exist” Ali Hewson, founder
Style.com for the runway images