EDUN didn't have to look far to find a few good men to model its Fall/Winter 2011 collection. Kicking off its "Pioneers" project at New York Fashion Week, the ethical label tapped actors, artists, activists, and entrepreneurs—including TOMS's Blake Mycoskie, TreeHugger's Graham Hill, and Neil Blumenthal and Dave Gilboa of Warby Parker—for a viral campaign that will also drive awareness for the pioneer's cause of choice. "All these pioneers are all chosen because they're men who have style with substance," says Ali Hewson, who co-founded the brand with her husband, U2 frontman Bono. "I think intelligence is the most attractive thing about styling."
MEN OF SUBSTANCE
Shot by famed British photographer Ben Watts at New York City’s Milk Studios, the campaign will roll out each month through December, three pioneers at a time. Besides highlighting one item worn by each individual on its website, EDUN will also donate 10 percent of that garment’s online proceeds for the entire month the pioneer is featured. Expect next year’s expanded campaign to include women and international pioneers, the label says.
+ Pioneers
not so sure about donation in exchange for eco causes/couture. how much of EDUN’s lines meet safe labor and fair trade exchange standards? While 10% is very generous (and good on em’ for dedicating such a percentage) this amount only includes online proceeds … is this EDUN’s main marketplace? We might also look into the “what for what” article featured in this month’s http://www.papercutmag.com/ for more examples of eco-consciousness versus charity. Does each method supply the same type of moral ease for eco-consumers?
This is pure greenwashing– I am sad for the charities involved.