Garden Of Edun

Abandon the out-of-date conceptions that eco/environmental/ethical clothing equals unflattering, hemp, tent-like monstrosities unwilling to satisfy the fashion-savvy. The now old-fashioned, preconceived notions that such clothes are worn by hippies, those absent of style or purely rebelling against the consumer machine must be discarded. As well as the ability to buy fair trade and organic basics (such as the classic white t-shirt) with a price tag only faintly more costly than the ludicrously inexpensive items found at budget high-street shops lacking in conscience, the last few years have seen an influx of companies and brands that deliver truly contemporary, desirable and wearable clothes for the thoughtful shopper.
 
Edun is at the forefront of creating fashion with ethics, gracing the pages of prestigious fashion magazines and adorning celebrity bodies including Jake Gyllenhaal, Gwyneth Paltrow and Lindsay Lohan.

Launched in 2005 by Ali Hewson and Bono, the company's primary focus is trade, fostering sustainable employment in developing areas of the world, predominantly Africa.
Edun's passionate founders' approach to sourcing and manufacturing has undoubtedly encouraged other businesses to follow suit. Should Africa regain just one per cent share of global trade, it would earn $70 million more in exports each year, so, with the support of other brands, their aim is to bring the continent out of extreme poverty.
 
As well as building and enhancing the skillset of the factories where the garments are produced, Edun is continuously moving towards using more organic materials with all of its t-shirts being 100 per cent organic cotton. This not only contributes to healthier working conditions whilst being environmentally friendlier, but also creates a valuable market opportunity for the farmers.
 
The company creates full collections for men and women with prices ranging from $50 to $400 in an array of sumptuous hues best described as 'nature at night, from dusk 'till dawn.' Its inspiration, the wonderful imagery seen during the 1920s Weimar period combined with the more artistically romantic Art Nouveau movement, has infused the clothes with rock 'n' roll edginess whilst maintaining a classic beauty. This is no more apparent than in the brand's illustrative and graphic t-shirts, which would look great at a summer festival or under knitwear in the winter months.
www.edunonline.com & www.edun-live.com / Images: Edun