Launched in Spring 2005, Edun is a lifestyle fashion brand founded by U2 front man Bono and Ali Hewson. Promoting the premise of trade for aid, as a means to alleviate poverty through sustainable employment and growth, Edun strives to make bold statements on social consciousness rather than fashion catwalks. Focused on Africa, with an aim to encourage trade and raise awareness of its untapped possibilities, the brand actively engages in sourcing organic and sustainable materials. From Kenya to Tanzania to Tunisia, Edun uniquely showcases the best of fashion production from Africa. In 2009, luxury group LVMH took a substantial stake in the company, hoping to use its commercial muscle and support to expand the brand around the world, thereby increasing business for its partners in developing countries. Following this, Sharon Wauchob was recruited to head Edun’s creative direction, taking the brand to even greater fashion heights.