to my disappointment, i realized edun was not sold online at the time, and actually forgot about it until very recently when i noted the logo on the window of a helsinki boutique (which unfortunately sells items not to my taste which, to be brutally honest, was apparent from the store decor alone...) and when anu posted her alpaca dress in her blog.
the jeans guru's 100% organic clothing line designed in collaboration with scott hahn called loomstate established his reputation as an eco-conscious designer, and provided the reason for bono and ali hewson to contact him when they started edun. the threesome shared the commitment to ecologically conscious materials, but also social consciousness as in providing trade instead of aid to the developing world. the clothing line is produced in peru, india and tunisia, and they still struggle with quality standards attainable at the locales and factories they want to use in order to promote global justice.
they're not giving up, though, and the garments are not your average hippie hemp tie-dye sacks, but sold at harvey nichols and barneys new york, i.e. the quality is commensurable to designer denim lines. edun is definitely a real fashion line and according to gregory his eco-conscience has a limit:
I am definitely aesthetic-oriented. If I don’t like the way something looks but it’s super-eco, I don’t give a shit. It’s got to look nice.hence, here are my two edun tee dresses. the other with a chain print, the other with a dandelion. made of organic cotton in peru they work well within my wardrobe and add a touch of eco-chic to my personal style.
rogan is now (and finally!) available in helsinki at helsinki10. since 2007, rogan has also produced a line of furniture, rogan objects, following the same ethos. edun can be bought via their online store.