EDUN, launched in Spring 2005 by Ali Hewson and Bono, was founded on the premise of trade for aid as a means to create jobs and alleviate poverty. Is a for-profit fashion company that aims to raise awareness of the possibilities in Africa and encourage the fashion community to do business there. Over time the brand realized there were barriers that made it difficult to do quality, trend-right fashion in Africa. As a result, EDUN re-organized their efforts and decided to focus on basic tees.

EDUN worked hard to develop a competitive blank tee business that could be merchandised to bands and brands. In Spring 2007, EDUN expanded the line to include the blank tee shirt division EDUN LIVE, which is 100% “Grow to Sew” African produced. To help achieve the brand’s mission goals, EDUN is supporting the Conservation Cotton Initiative in Northern Uganda (CCIU), which provides education and training to farmers to grow and market organic cotton – the first step in creating an organic cotton tee shirt.

CCIU provides an opportunity for these farmers to re-build their lives and return back to their land after 23 years of a violent Civil War that forced 1.8 million innocent civilians to live in IDP (Internally Displaced Persons) Camps.

While EDUN's primary focus is trade, the brand actively engages in sourcing organic and sustainable materials whenever possible. Organic cotton is not only a responsible environmental solution, but also provides healthier working conditions and is a valuable market opportunity for farmers in Africa.

In May 2009 luxury group LVMH took a substantial stake in the company adding EDUN to their stable of world-class brands. With the expertise and support of LVMH, EDUN now have the tools to become a global fashion brand.

Though the sourcing of EDUN’s main collection takes the brand to various countries, Africa still remains the heartland of the brand. EDUN will continue to explore producing more of its fashion items there as well as work with existing factories to help increase their capabilities.

In addition, each season EDUN will develop “Grow to Sew” African produced programs, such as the Kenya Kids Tees and will seek out local partners such Made Kenya to produce specialty items as part of the overall EDUN contemporary fashion collection for men and women.

EDUN is sold globally in leading department and specialty stores.