The land of poets and sages brings us a new wisdom called Edun. Fully embracing sustainable style and commerce, Bono of U2 fame, his wife Ali Hewson, and designer Rogan are the creators behind this new fashion line. Drawing upon a business model as beautiful as its design aesthetics, the company was founded on what it calls the Four Respects:

1.) Respect for the people who make our product.
2.) Respect for the place where we make it.
3.) Respect for the materials used.
4.) Respect for the consumer.

Ali Hewson's involvement in fair trade and social issues has brought about a company that is interested in giving more than charity to underdeveloped countries. Edun actively works with third world communities to build stable fair trade commerce providing lasting benefit. Every piece of clothing has the inscription "We carry the story of the people who make our clothes around with us."

Watch and listen to the poetry of the people at edun.ie (click on "media" for the short film).

From jeans to blouses and jackets the line includes items made with organic materials and dyes. Look for Edun in Barney's, Saks Fifth Avenue and select boutiques. Prices range from $45 - $300.

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