Bono of U2 Joins Forces with S&S Activewear
S&S Activewear, based in Bolingbrook, Ill., a leading national distributor of imprintable sportswear, announced it is pleased to help introduce the edun LIVE line of blank, organic T-shirts to the U.S. imprintable apparel market.
Edun LIVE is the sister brand to EDUN, the socially conscious clothing company launched in 2005 by Ali Hewson and her husband, Bono. The mission of edun LIVE is to create trade in Africa through high-volume sales of blank T-shirts to the worldwide wholesale market. The concept goes beyond simply offering an organic product, but rather to employing a unique production process called “grow-to-sew.” From the fields where the cotton is picked to the final stitch, all edun LIVE products are 100 percent African. This means that the economic and social benefits of each step of the manufacturing process remain with, and have a direct impact on, those who make edun LIVE products.
According to Margaret Crow, marketing director for S&S Activewear, the company decided to include edun LIVE in its 2008 collection and introduce the line to the U.S. market for two reasons: It offers S&S customers another quality organic product option; and it supports the important message of “grow-to-sew.”
“We’re very excited about this line because it takes the sustainable product idea one step further to make a positive contribution to the specific communities that produce the items,” said Crow. “Our customers not only get a great product when they buy edun LIVE, but they also have the opportunity to effect positive change and support an innovative business model.”
Christine Driscoll, business development manager of edun LIVE added, “edun LIVE is thrilled to be working with S&S Activewear to help drive trade towards Africa. Together we’re showing that it is possible to work in the apparel industry using ethical and sustainable business practices.” She continued, “Moreover, edun LIVE products demonstrate the amazing quality that comes out of our African factories, notably the super soft 100 percent combed African cotton fabric.”