Is Fair Trade the New Face of Luxury? LVMH Buys a Stake in Bono’s Ethical Clothing Company, Edun

Monday, May 18th, 2009 | Hot Happenings, Sales, Stores


[Edun Grass Collar - Ainsley V - Neck Dress]

Meilily Beauty & Style News!
Luxury goods giant LVMH recently purchased a minority stake in Edun, the relatively small fair trade clothing company started by U2 frontman Bono and his wife, Ali Hewson. This is a good move by LVMH, which already owns a stake in many established fashion, beauty, and luxury brands including Louis Vuitton, Marc Jacobs, De Beers, Sephora, Givenchy, and Guerlain.

More Edun Details & Edun Styles
“The company’s mission is to create beautiful clothing while fostering sustainable employment in developing areas of the world, particularly Africa.” – Edun

LVMH is apparently seeking to promote sustainable development in the fashion industry, something Edun has been committed to since its founding in 2005. Edun t-shirts are 100% organic, and the Edun Live line features organic cotton t-shirts made in Africa by Africans.


[Edun Uhuru Dress]

Meilily was lucky enough to catch Edun on sale at Gilt.com late last year, and picked up Edun’s Vine Cardigan (shown below) at 50% off. This is an absolutely amazing and quality product – made in Peru from natural fibers such as alpaca.

[Edun Vine Cardigan]

More Edun Styles

[Edun Marden Ombre Mockneck]


[Edun Preservation Top]


[Edun Ainsley V Neck Dress]

*Don’t forget, use code BIRTHDAY and Save 30% at EDUN – now through May 20th!

To read more, here’s a good article on Dublin-based Edun’s financial situation and the recent LVMH minority stake.

Enjoy Beauty & Style News! from Meilily

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2 Comments to Is Fair Trade the New Face of Luxury? LVMH Buys a Stake in Bono’s Ethical Clothing Company, Edun

[...] Edun’s 30% off sale ends today! Learn more about Edun’s ethical fashion philosophy here at Meilily [...]

[...] EDUN just reduced their Spring/Summer Collection by 30%! Great time to pick up the amazing EDUN Organic Grass Collar Ainsley V-neck Dress, which Meilily loves, and other great fair-trade eco-friendly clothing items from EDUN. [...]

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