It feels like we ought to have featured Edun as a ‘brand to watch’ already, as they most certainly are, and the reason for the neglect must simply be that we think of them as household. The label is an obvious go-to for shopping features – always inspiring – and yet we haven’t given them the attention they deserve lately. So, here’s an attempt to make amends.
Edun was founded by Ali Hewson and her husband Bono, whom you may be familiar with, in 2005 and have been pioneering fashion through their commitment towards ethical and sustainable practices, and by their dedication to encourage trade, support development and build long-term growth opportunities for artisans, manufacturers and community-based initiatives all over Africa. The label has had several head designers over the years, but as for now, collections are created by an in-house design team based in New York with creative input from Ali.
The close collaboration with partners throughout the African continent has no doubt influenced the brand aesthetics, but in a way that still feels highly urban and relevant; maybe more so now than ever. Materials are a mix of eco solutions – organic, recycled or upcycled – in combination with artisanal fabric developments and embellishments custom-made in Africa. Just imagine what fun it must be to work with and reimagine traditional handwork techniques and materials, and make them fit for a contemporary fashion context.
Earlier this year, Business of Fashion reported that Edun was to part ways with luxury conglomerate LVMH that previously owned a 49 percent stake in the brand. A major setback, we imagine, but as the founders claim to stand by their commitment towards the brand’s sustainable mission, there are still no signs of them closing down business. On the contrary: we’re still enjoying continuous Insta-coverage on the FW18 collection (which looks amazing), and updates on new innovations – like the vegan Bibi Bags made from pineapple leaf fibers. We can only pray it’s a story to be continued.
Brand to Watch is our regular dispatch of standout labels merging ethics with aesthetics.
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