Five year and around $20 million invested, Bono and his wife Ali Hewson’s fair trade clothing line Edun is steadily tanking. The line was originally carried by hundreds of global stores but figures show the financial losses is bad as last years figures were down to just 67.
Last year, LVMH Moët Hennessy Louis Vuitton bought 49 percent of the company from the couple, allowing the couple to recruit new management and a new designer. Ali admits that, "We focused too much on the mission in the beginning. It's the clothes; it's the product. It's a fashion company. That needs to be first and foremost."
The couple did not want to manufacture in China finding that would send a contrary message to their free trade stance but currently 15% of the company’s products are manufactured in Africa, while 70% of the overall production is now created in Asia.
Take me to this news item: Bono’s clothing brand breaks down and moves manufacturing to China >>
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