Edun is a socially minded label which was founded by Ali Hewson in 2005. Born as an organics-focused collection it is committed to producing ethical collections in Africa encouraging sustainable trade.
The exciting news is that this past year the Edun brand has made its relationship with the AFRICA explicit. “We were too subtle about our African inspiration in the past,” says Founder Ali Hewson. “Now we are making more regular trips to Africa from New York. New York customers are responding well to the ‘luxury of meaning’ behind Eduns fashion label. Each piece in the store has its own story, from the origins of the materials used to the country where it was made and the artisan who gave it a unique quality.”
On Eduns recent July trip to Kenya this year, the team invited South African Filmmaker and Photographer Adriaan Louw to join them to visit a metalsmith who is the creator of the handles for the label whip stitched mini tote, and many other artisans.
Edun CEO Julien Labat says “Africa has a very rich history of making within the textile industry.We work closely with different artisans. It could be in Kenya, Madagascar, Ghana, Senegal. What’s important for us is to re familiarize the customer with what handmade means.”
One sure sign that Edun’s approach is working is that the label’s new store at 265 Lafayette Street in Manhattan, right next door to Sant Ambroeus is very busy, and the fact that many Fall pieces—a long zebra-print poplin dress, a wool peacoat with weaving detail, and another coat with Rwandan-made embroidery, included—are already sold out.
EDUN has also recently partnered with bespoke South African Artisan Apothecary brand Wild Olive. These premium authentic African influenced products are also making waves in NYC.
Let’s raise a glass to the artisans and Afribeings of Africa.
Africa is NOW!
Africa is trending in NYC!
Watch the Adriaan Louw–directed video here:
See the complete film on Edun’s here: