Menswear Relaunch Marks a Return to Edun

08Jun10

A capsule menswear collection by the socially-conscious fashion label Edun made its debut at Bloomingdale’s in New York Wednesday night with a party featuring DJs Tony Touch and Crazy Legs of the Rock Steady Crew, who showed off some break dancing moves at the event.

Edun founder Ali Hewson, who also happens to be the wife of U2 front man Bono, signed a deal with LVMH to merge the companies a year ago and since then has parted ways with former designer Rogan Gregory. The merger with LVMH brought more cash into the company, which resulted in the hiring of new creative director Sharon Wauchob. {Fashionista}

Hewson said Edun took some time to “ramp up the team, get the new collection out and start fresh” after signing on with LVMH.

Of the new menswear collection, she said she particularly likes the hemp suits and jackets for summer.

“I love that the clothes fit,” she said. “We’ve had some beautiful styles before but we’ve struggled with the fit. With the sourcing that we have now, the clothes are coming in fitting and just looking great.” {Stylelist}

The first Edun Pre-fall menswear collection with the Paris-based, Irish born Wauchob at the helm is the beginning of a few planned steps forward for the brand. Next week on June 9, Hewson and Barney’s Fashion Director Julie Gilhart will launch a Pre-fall “Grow to Sew” women’s collection at Barney’s. {Edun Live}

The collection is all about Africa, with t-shirts made on the continent and an African-themed launch event where guests will be able to have a member of the Edun design team customize t-shirts on the spot. All proceeds from t-shirt sales will go to the Conservation Cotton Initiative (CCI) in Uganda, an organic farming program created by Edun and the Wildlife Conservation Society to build sustainable farming communities.

The new women’s collection will also re-launch at Liberty of London and Merci in Paris later this month. Even more exciting: Wauchob’s designs for Edun are slated to appear on the New York runway this September. Can’t wait!

via Menswear Relaunch Marks a Return to Edun | Men’s Clothing News @Signature9.

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