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The label Edun was launched in 2005 by Ali Hewson and her husband, U2 front-man Bono. The couple see Edun as a socially responsible fashion firm with the goal to producing beautiful clothes under ethical conditions in developing countries.

So far the company produces in seven factories in Africa, India and Peru which are continuously controlled by Edun representatives. The collection, which is known for its well fitting jeans, is sold in the world's hippest shopping temples such as Harrod's, Saks Fifth venue and Nano Universe in Tokyo. Since 2006 Edun has also hit the rails in Germany in Munich's Off & Co.. The name is an anagram of the word nude and is also meant to stir up images of the Garden of Eden.