Luxury Out of Africa: Edun

30-day Challenge – Day 6

Today, I found another brand that cares about its social and environmental impacts. It’s also not surprising that this brand is associated with the LVMH family of brands (more than 65). One reason I admire LVMH is that it is a company that is comfortable with being the leader in just about every luxury segment. And now, Bernard Arnault is pushing his massive company past another frontier with Edun.

Founded by Ali Hewson and Bono in 2005, Edun is a for-profit business with the aim of creating a global fashion brand, making beautiful clothing whilst committing to developing trade with Africa and encouraging others to do the same. Edun is based on a belief that style should have substance and while it has always sourced globally, as its business grows so does its production and work in Africa.

With a vision to grow trade in Africa, LVMH bought a 49% stake in Edun in 2009. As with many of Mr. Arnault’s acquisitions, LVMH’s role is to provide infrastructural support and capital investment.

Since its launch, Edun has always sourced globally from various countries both in and out of Africa, including Peru, Tunisia, Tanzania, Kenya, Madagascar, Morocco and most recently China. In 2007, Edun launched the division, Edun Live, a tee-shirt business which is 100% grown and sewn in Africa. The company actively works to increase trade with Africa and it is aiming to have 40% of its fashion collection produced in Africa by 2013.

Edun is commited to business practices that ensure compliance with all legal, labour, and health and safety regulations. Aside from promoting good working conditions in its factories as well as its suppliers, Edun frequently uses independent auditors to ensure it meets up to its own standards of conduct. This is a company that is also focused on improving local economies by partnering with indigenous fashion brands such as ‘Made’, a jewellry producer in Nairobi Kenya, ‘Sawa Shoes’ in Cameroon and most recently the ‘Crochet Sisters’ in Kenya.

Looking to make a responsible purchase? Go to www.edun.com.

P.S. I’m not paid by Edun or any of its affiliates for this endorsement. Block quotes taken from the Edun website.

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