EDUN is a global fashion brand founded by Ali Hewson and Bono in 2005 to promote trade in Africa by sourcing production throughout the continent.

In 2005, Hewson and Bono founded the Edun label ("nude" spelled backwards, to suggest both "natural" and the Garden of Eden).
It was intended to help bring about positive change in Africa through a fair trade-based relationship rather than by direct aid. Hewson said they wanted "to show that you can make a for-profit business where everybody in the chain is treated well."
Since it was launched, Edun has sourced globally from various countries both in and out of Africa, including Peru, Tunisia, Tanzania, Kenya, Madagascar, Morocco, Uganda and China. The company provides training to workers in factories where its clothes are produced, mainly in Africa.

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