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- PRINTWEAR TODAY » Issue: November 2007
Continental Clothing to distribute Edun LIVE
In 2005, Bono of U2, his wife Ali Hewson, and New York-based Irish fashion designer Rogan Gregory launched the socially conscious blank T-shirt line Edun LIVE in an attempt to shift the focus in Africa from aid to trade, their mission, to drive sustainable employment in Africa through high-volume sales of blank T-shirts.
The line generated a great deal of publicity initially, when it formed part of the promotional merchandise for U2’s ‘Vertigo’ tour. Now, with the growing demand for ethically produced T-Shirt blanks, Continental Clothing Company will begin distributing the Edun LIVE range this December.
Commenting, Philip Charles, Director Continental Clothing said, “Edun LIVE completes Continental’s garment offering, by giving us a genuinely ethical Fairtrade T-shirt line, not just a T-shirt with a commercial fair trade label attached. Edun LIVE is for people who really understand the social issues involved and who want their apparel purchases to count.”
Bono - (Paul David Hewson): U2 singer and Humanitarian said, “As a rock star, I have two instincts, I want to have fun, and I want to change the world. I have a chance to do both.”
Concluding, Philip said, “I’m really pleased and excited now to be working alongside Ali and Bono to help drive (fair) trade towards Africa. Together we’re showing that it is possible to work in the apparel industry using only ethical and sustainable business models.”
