If you’ve never heard of Lesotho, here’s a very brief introduction. :) It’s a tiny, mountainous, landlocked country right in the middle of South Africa. It’s pronounced “le-sutu” and, oddly enough, its somewhat thriving garment industry has attracted not only the Chinese, but the likes of Bono and his wife, Ali Hewson, who started their own fashion line, Edun, in 2005 with ethical, eco-friendly clothing in mind. Their mission is to attract global business and export opportunities to countries like Lesotho, Uganda, India, and Peru while also building awareness around the most pressing socioeconomic challenges in the developing world. I’ve always had this fantasy of launching my own socially conscious jean line (slightly lofty, I realize…hahaha), so it’s exciting to see musicians and celebrities using their brand and prestige to promote positive, sustainable change through design in the U.S and beyond. If you’re interested in fashion for a cause, check out Edun’s T-Shirts for starters. They’re super comfortable, yet chic. I’m sort of a charcoal gray / two-tone striped minimalist, so I totally dig some of their black + white options. Perfectly paired with some skinny jeans or cargoes. Interestingly, LVMH took a significant stake in Edun last year and, after some much needed growth, their pieces can now be found not only on the One Campaign, Revolve, and Shopbop websites, but at Barney’s, Bloomingdale’s, and Nordstrom as well. Their Fall 2010 collection will also be showcased at New York’s Fashion Week. Woohoo! LOVE the Edun concept. And all others like it.
KP ? of the day: Are you attracted to brands because of their link to a particular cause?
by kyra
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