Edun x World Cup

These past few weeks we have not been able to do anything else except for watch the World Cup games – so much sportsmanship, unity, and even eco jerseys! Edun, an environmentally and socially conscious label founded by Ali Hewson and her husband Bono, launched a pre-fall capsule collection as a tribute to the South Africa World Cup, and to the first time that the World Cup is being held on the African continent.

This time there are no flags, footballs and symbols of the completing teams.  The focus is totally on Africa, and the proceeds from the sale of the clothes will go to the Bidii School of Kibera and the Conservation Cotton Initiative Uganda, to create a community of farming and sustainable cultivation.  We have been excited about the World Cup, and are even more excited that there are companies who are using the games as a way of promoting a more fashionable earth