U2 frontman Bono, wife Ali Hewson and designer Rogan launchÂ a newÂ ethical clothing line Edun. Edun apparent stands for Nude backwards? Their mission is to build a brand that produces desirable and wearable clothing and provides employment in the developing world. Of course it's very easy to be cynical of their motives. Is their mission truly philanthropic or is is merely henious self-promotion; U2 are not the band they used to be and some might suspect this represents a desperate attempt to gain the spotlight. Whatever their motives are, they're certainly entering a growing market. Ethical consumerism is growing at an exponential rate and this is reflected by the growth of a number of brands including: KOhZO, People's Liberation, Loomstate amongst others. I suspect the answer is to give Bono and the bunch the benefit of the doubt and let time provide the definitive answer? Goodluck EDUN! Â EDUN HISTORY: The story of Edun begins in Spring 2005. It's a tale populated by the liked of poet Rainer Maria Rilke, the denizens of the Art Nouveau movement and the lush green forests of the Irish countryside. Edun is the brainchild of U2's Bono, Ali Hewson, and designer Rogan. It was here that Edun was born as an alternative approach to creating beautiful clothes in a respectful manner. The model is a marriage of social activism and aesthetic innovation. Edun's goal is to build a business while creating sustainable employment in developing areas of the world, such as South America and Africa. In order to achieve the brand's design and social goals, the team sought out factories that represent the "gold standard" in skill and labor practices. These long-term relationships provide the foundation by which to build the brand and grow the communities in which Edun works. Edun is committed to the lives of the people who help to make the brand's vision a reality. Inscribed in every pair of Edun's jeans is the statement "We carry the story of the people who make our clothes around with us." Edun wants to keep that story positive by refuting the notion that marginalization and the "Race to the bottom" are the necessary costs of doing business. The beauty of the line's aesthetics mirror the beauty of its business model, and from that comes a new chapter of an ongoing story - on that Edun hopes others will embrace and follow.