Bono's expanded mission to create a brand that produces desirable and wearable clothing as well as providing sustainable employment and stable commercial relationships in developing areas of the world has been fulfilled by the launching of his new fashion brand Edun, which is nude spelled backward. Edun's collection is co-designed by Bono's wife, Ali Hewson, and Rogan, an established designer with his own clothing line that emphasizes organic fabrics and ethical guidelines.
Meanwhile, the garments of Edun will be designed after the capabilities of the factories in Lima, Peru, and Monastir, Tunisia, have been assessed. For the fall collection, production will be spread out to Lesotho, South Africa, and Tanzania in East Africa, Rogan explained. Above all, Bono hopes "Edun could carry the story of the people who make our clothes around with us."