Monday, October 15, 2007

Blog Action Day: In Fashion, Green is the New Black

I believe in having a cause. Life would just be meaningless if we do not have opinions or positions on certain issues. While it may be tempting to go with the flow and join the majority, one should never be afraid to go against the grain. Even if it has consequences. Because after all, what is popular may not always be right! This has been proven thoughout history, time and again!

I've had my fair share of unconventional beliefs and while at times I have felt the brunt of fighting for what I believe in, and have unfairly questioned why people are just so dumb to believe what they tend to believe, I have never for once resented my speaking up. It's my opinion and if people don't like it, then they just have to deal with it. What I do know is that I always feel bad inside me when I hesitate to defend someone or a cause I feel strongly about. I feel like a coward that way. Of course it is a different story when it comes to petty fights or rumors. Sometimes you just don't even care to stoop down to that person's level. Even if he's a senator of the country. Oops! And here I am throwing out nasty potshots when I just declared that I am not that low, hahaha! Well, maybe I am, a tiny bit! Anyway, I'm rambling!

You may have noticed that I've been posting about Fashion Targets Breast Cancer the past two days or so. I believe in this cause. I always have since 1996, when I first bought the FTBC baby tee in white. To be honest, at that time it was just a fashion statement. But as I grew older and saw people close to me dying of the disease, then it just started to hold more meaning. I am all for the cure of cancer, any cancer! Its a dreadful disease, one that eats at you while you are still alive. As much as it is painful for the one suffering from it, it is equally as difficult and painful for that person's family and friends. Hopefully, in the near future, we can develop a cure for it. Because as of now, the only sure cure is a miracle.

Another thing that I am passionate about is the environment. Now, I am not all about hugging trees and eating purely organic stuff. I like Birkenstocks just because because they're comfortable and I also love to binge on junk, processed and maybe even totally inorganic food once in a while so I will never be that hard core. But I segregate my trash and I am all for the use of recyclable shopping bags (not necessarily the famous/infamous Anya Hindmarch tote)! I mean I do my share. Maybe I should do more, so let's start with me telling you about Blog Action Day! The movement that "Encourages bloggers to write on one specific topic on a specified day of the year." That day of the year is October 15 and the topic is "The Environment".

That being said, let's marry my passion for fashion (not cancer this time) and the environment! Today's Blog Action Day Post is about EDUN. "A socially conscious clothing company launched in Spring 2005 by Ali Hewson and Bono (Yes! of U2 fame! - MFO) with New York clothing designer Rogan Gregory. The company's mission is to create beautiful clothing, while fostering sustainable employment in developing areas of the world, in particular Africa."


EDUN is a for-profit business founded on the premise of trade, not aid as a means of building sustainable communities. The company works on a micro-level to help build the skill sets of the factories where the clothes are produced. EDUN is currently produced in India, Peru, Tunisia, Kenya, Uganda, Lesotho, Mauritius and Madagascar.

In addition, EDUN acts as a voice encouraging the fashion community to do business in Africa and thereby help bring the continent out of extreme poverty. In 1980, Africa had 6% share of the world trade. By 2002, this had dropped to just 2% despite the fact that Africa has 12% of the world’s population. If Africa could regain jut an additional 1% share of global trade, it would earn $70 million more in exports each year. This is several times more than what the region currently receives in international assistance.

While EDUN's primary focus is trade, we are also working towards using more organic materials in the collection. Organic cotton is not only a responsible environmental solution, but also provides healthier working conditions and is a valuable market opportunity for farmers in Africa. Currently, all of our t-shirts are made from 100% organic cotton.

In 2007, EDUN launched the edun LIVE brand. The mission of edun LIVE is to help foster trade in Africa through high-volume sales of blank t-shirts to the wholesale market. From the fields where the cotton is picked, to the final printing process, all edun LIVE products are 100% African, from grower to sewer. To find out more about edun LIVE, go to

EDUN is a full fashion collection for men and women, including tops, bottoms, denim, dresses, jackets, knits and sweaters with prices ranging from $36 - $400. The line is sold in leading department and specialty stores nationwide as well as selected retailers in UK, Italy, France, Japan, and Sweden. The edun LIVE range is a business-to-business initiative, available exclusively online at

(Logo courtesy of, photos courtesy of and

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