Despite the rock-star muscle, marquee-name prestige, and moneyed start that launched EDUN into the stratosphere half a decade ago, the ethical fashion label has weathered a trying couple of years. The house that U2’s Bono, his wife, Ali Hewson, and designer Rogan Gregory built was reportedly more than $11 million in the hole in 2007. Then in 2008, EDUN parted ways with Gregory. But if there’s one thing a celebrity (or in this case, celebrity-backed label) does best, it’s reinvent itself.
PARADISE LOST AND FOUND
In the past year, luxury-goods conglomerate Louis Vuitton Moët Hennessy purchased a 49 percent stake in the company, a new creative director and chief executive were hired, some of EDUN’s operations were outsourced to China (albeit, EDUN notes, one where labor standards are upheld), and the Hewsons moved from Dublin to the company’s home turf of New York City.
The Pre-Fall collection includes a decidedly non-crunchy take on the hemp suit.
The first full collection under the new regime will launch in September during New York Fashion Week, but in the interim, EDUN is feting its pre-fall lineup, which includes a capsule collection for men.
Although EDUN has been designing menswear since its inception, outerwear is a new category. Pre-fall sees cropped leather jackets, organic denim for days, and a decidedly non-crunchy take on the hemp suit. (Are you paying attention, Woody Harrelson?)