EDUN : a brand with a powerful mission


At Truly Deeply, we have a deep rooted belief that every brand needs to live and breathe by a single essence. A guiding thought that drives everything they do. While generally internal, for many brands, this essence becomes a launch pad for their external messaging. A way of helping to communicate to potential customers why they do what they do. I recently stumbled across a brand who is certainly doing just that. Founded by Ali Hewson & Bono in 2005, EDUN is a global fashion brand bringing about positive change through its trading relationship with Africa and it’s positioning as a creative force in contemporary fashion. As Ali Hewson herself articulates, “EDUN is our voice, to help raise awareness of the possibilities in Africa. It’s why we exist.”


EDUN was born when two passions collided – a love of beautiful clothes and a desire to create change.Since its inception in 2005, EDUN has continued to grow with the launch of sister line EDUN LIVE, a tee shirt company 100% made in Africa in 2007. In 2009, LVMH bought a significant stake in EDUN providing essential support, investment and infrastructure to help the business grow into a global fashion brand and support its vision to grow trade in Africa.

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EDUN actively works to increase trade with Africa and is aiming to produce 40% of its seasonal fashion collection in Africa by the end of this year. The company is working towards building long term, sustainable opportunities by supporting manufacturers, infrastructure and community building initiatives. EDUN is currently working in Kenya, Morocco, Madagascar, Uganda and Tunisia.

As you can see from the two short videos below, Ali and Bono have a single vision for EDUN – to raise awareness. An incredibly powerful statement and reason for being. If anyone can do it though, you know these two can. What they have created is a brand full of passion and one that has a unique and powerful reason for being. A potent combination.

Nikki Williams
Director of Brand Projects



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