Now that eco-consciousness seems to have gone mainstream, with the advent of organic apparel popping up at juggernauts like H&M and Banana Republic, and social responsibility manifestos now de rigeur at former sweatshop pariahs Gap and Nike, it's time to take another look at what sustainable really means. Which is, sustainable for the planet, the people, and as a business - since a shuttered company can no longer do good. Edun, the collective project of Bono's wife Ali Hewson and denim boy-of-the-moment Rogan Gregory, combines organic materials with a mission to boost African economies, building factories and teaching farming skills in poverty-stricken areas. And as Hewson points out, "We have the social aspect of Edun down, but we are also trying to make clothes that you can wear to look good" - with simple pieces including an oversized sweater dress, jeans, and silk shirtdresses.
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