“I think we are doing the right thing…”
We told you here how Edun, founded by Ali Hewson and her rocker husband, Bono from U2, are investing in Africa as the future of fashion. Well in 2007, Edun and The Wildlife Conservation Society (WCS) founded the Conservation Cotton Initiative (CCI). This alliance was formed to improve the livelihoods of communities in Africa by investing in sustainably harvested “conservation cotton.” The program promotes development of eco-friendly cotton farming around high biodiversity areas to enhance incomes and economic development, improve resource management, and protect wildlife.
Starting last week, Nowness.com is presenting a preview of a stunning documentary that will air in October highlighting the joint efforts of Edun and the Conservation Cotton Initiative to encourage African farmers to employ organic production methods. Nowness.com will also share looks from Edun’s latest pre-fall collection which marks the relaunch of the brand and the arrival of its new creative director, Sharon Wauchob.
Click here to watch a very cool preview of the documentary.
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