september-2010

IMAGES MATTHEW KRISTALL
Above: Designs for
the autumn/winter
collection by Edun,
where beauty is much
more than skin deep
Uganda – where recent press material was shot. In
2007, the company introduced Edun Live, its ‘Grow
to Sew’ line of plain T-shirts that are 100% African
produced. As CEO Janice Sullivan says: “We commit
ourselves to gradually increasing
the portion of styles that we make in
sub-Saharan Africa. Right now it’s
mainly T-shirts, but we are
expanding with each collection.”
Directly involved along the
supply chain, Edun also supports
Kenya’s Bidii school in the Kibera
district of Nairobi. “The people who
run the school and children who
attend it are what inspires us,” says
Sullivan, who recently visited the project.
Of course, the other factor that makes Edun
a pioneer is that these clothes are super-stylish
as well as having an ethical pedigree. “As long as
aesthetics aren’t compromised there should be
no reason why ethical fashion can’t be accepted,”
30 Brussels Airlines b.spirit! magazine Sep-Oct 2010
¨As long as the
aesthetics aren’t
compromised
there should be
no reason why
ethical fashion
can’t be accepted¨
argues Sullivan, previously with DKNY and CK Jeans.
“It’s all about the clothes.” Indeed, with ex-Louis
Vuitton designer Sharon Wauchob also on board
as creative director, the label’s wardrobe is highly
desirable, even if you’re unaware of
the principles behind it.
Edun’s autumn/winter collection
is inspired by the beauty of
imperfections. It features delicate
silk dresses, and distressed jeans
for guys, as well as classic
winterwear such as cute, cropped
macs and must-have organic cotton
military jackets. On the foundation
of the label, Hewson outlined her
aim: “We started Edun so people could have a choice –
to choose beautiful clothes with a great story behind
them.” Mission accomplished, we say. edun.com
Brussels Airlines flies to Nairobi three times a week and to
Entebbe four times a week