LVMH has decided to discontinue its collaboration with Edun, the ecological brand produced in Africa founded by the activist Ali Hewson together with her husband Bono Vox, questioning the existence of the brand
At the time of investing in the brand of Bono and his wife, LVMH president Bernard Arnault said: “LVMH shares the vision and ethical values of Edun, a pioneer of ethical clothing, and its founders.”
At the time, Edun supplied fabrics from small producers scattered around the four corners of the globe: in India, Peru, Tunisia, Kenya, Uganda, Lesotho, Madagascar and Tanzania.
“Our group is proud to contribute to the operational development of the activities of Edun and the local communities involved. LVMH is committed to sustainable development, from a social and environmental point of view: which is inseparable from the development of our brands “, added the French entrepreneur.
Shortly thereafter, Bono and Ali had appeared in the “Core Values” media campaign of Louis Vuitton, photographed by Annie Leibovitz after landing their plane in the African savannah, wearing Edun’s clothes and Louis Vuitton bags.
Today, our internal sources at LVMH describe Edun as an early mark on time, perhaps the first truly ecological brand. The managers of LVMH have always recognized that Edun represented a phase of accelerated learning for the French group, useful to improve their knowledge of emerging markets in Africa and to understand in depth the issues of the booming ecological fashion.
Throughout its history, Edun has benefited from the support of many fashion magazines and media, intrigued by the involvement of the rockstar. But LVMH would have grown tired of waiting for the growth of the brand, given Edun’s inability to be able to snatch significant orders from department stores or specialized boutiques.
That’s why, after almost nine years of collaboration, a good number of which ended in loss, Bernard Arnault decided to stop putting money back and to end this journey in the world of alternative fashion.