Ben Watts for EdunNeil Blumenthal and Dave Gilboa of the buy-one-donate-one eyewear company Warby Parker model clothes from Bono’s new socially conscious fashion line Edun.Just as Bono created the template for the modern, globally minded rock star activist, he and wife Ali Hewson have been working to bring a greater sense of social responsibility to the fashion community through their label Edun. Since the brand’s start in 2005, the couple has paid just as much attention to where and how their clothes are made as to how they look, winning Edun ample praise for its commitment to sustainable manufacturing practices and community-building initiatives throughout Africa.
Edun’s new online campaign, introduced Sunday night with a cocktail party at the Harlem restaurant Red Rooster, aims to shine that same stylish yet substantive spotlight on socially conscious men doing their part to better the world. Entitled the Pioneers Project, the promotion includes photographs by Ben Watts of Blake Mycoskie of TOMS Shoes, the jewelry designer Waris Ahluwalia, and Neil Blumenthal and David Gilboa of the buy-one-donate-one eyewear company Warby Parker, all wearing Edun’s fall men’s collection. One Edun piece worn by each participant in the Pioneer Project will be showcased on the brand’s Web site for a month, with 10 percent of online sales donated to charity.
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