- 16 Mar 05
Bono newest fashion initiative is based on eco-friendly production in developing countries
Not content with just being inducted into the Rock and Roll Hall of Fame, Bono just introduced a new line of clothing designed by Gregory Rogan.
Ever the humanitarian, Bono has created the Edun line (“nude” spelled backward) in the spirit of his philanthropic passions. All of the clothing is made from environmentally friendly materials and production takes place in developing countries that benefit considerably from the job consistency Bono’s industry provides.
Big names like Jay-Z, Robert De Niro and Christy Turlington attended the revealing to show support for the charitable pursuit. Both friendly and fashionable, the clothing features such details as Rainer Maria Rilke's poems embroidered inside jean pockets.
Bono feels that his line differentiates itself not only aesthetically, but by what goes into making the clothing as well.
"Look, the world doesn't need another fashion brand; we understand that. But we don't think that this is just another one," Bono said. "It's different. At the very heart of it we have the idea of four respects: respect for what your clothes are made of, respect for who is making them, respect for where they are made and respect for the people who are going to put them on."
Switching gears a bit, Bono is now striving to make humanitarian efforts on an economic level. Consumers can support his cause by purchasing pieces from the Edun line in Saks stores and U2 concert venues.