“Trade not Aid”.

Edun Apparel is a fashion company started by Ali Hewson, Bono and Rogan Gregory; labeling itself as a socially-conscious fashion label. Edun strives to assist in increasing employment and trade for developing nations, especially those in Sub-Saharan Africa.
Clothing designs are inspired by the Art Nouveau movement, characterised by highly stylised flowing curvilinear cuts, often in floral print motifs. All elements of this label are deeply entrenched in the natural elements that encompass life; it's no surprise that celebrities like Lindsay Lohan and Ben Affleck have flocked to wear this brand.

Edun acts as a voice encouraging the fashion community to do business in Africa to help out those in extreme poverty.