Launched in 2005 by Ali Hewson and U2 frontman Bono, EDUN is an environmentally and socially conscious brand that intends to bring about positive change through its trading relationship with Africa. In 2007, they introduced Edun Live, a tee shirt line which is 100% grown and produced in Africa and in 2009, the company became a part of the LVMH group.

"We have this idea that we're going to make people label-aware.... Where it was made, who made it, how it's made."