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Edun collection a hymn to Africa

posted 13 Sept 2010, 15:12 by Mpelembe   [ updated 13 Sept 2010, 15:16 ]
Edun presents its collection during Fashion Week in New York as the label's co-founder Ali Hewsen reveals her husband, Bono, isn't allowed near the clothes.

NEW YORK CITY, NEW YORK, UNITED STATES - Edun's Spring/Summer 2011 collection - an ode to modern Africa.

The label, founded by Ali Hewson and her U2 rocker husband, Bono, specializes in organic and eco-friendly clothing.

And Africa is at the heart of Edun, according to Hewson.

The brand encourages the fashion industry to do business in Africa in a socially-conscious way.

 Ali Hewson, Edun co-founder saying:

"We try to choose materials that are organic as much as possible, but without limiting design. We don't want to limit design, but we want every step along the way to be a good process. But it's most important that the clothes are beautiful, because we're not in the need business, we're in the want business. For our business to be sustainable, our clothes have to be desirable."

Bono did not make an appearance at this season's show.

Hewson explains that even though her husband is a visionary and mentor for the brand, he's not allowed near the garments.

Ali Hewson, Edun co-founder saying:

"He's playing in Zurich. He has a day job, so he has to stick with that. He's not allowed near the fashion. We don't let him near the fashion. That's one of the first rules."

Edun's Spring / Summer 2011 range is the first collection under the creative direction of designer Sharon Wauchob.

Tara Cleary, Reuters, New York.