With Earth Day coming up on April 22nd, our fashion thoughts are turning to sustainable and organic fashion choices. EDUN recently released its latest collection, Origin of the Species, which incorporates the label's sustainable and eco-conscious ethic. We had a chance to chat with designer Ali Hewson about the line, sustainable design, and husband Bono's mullet.

StyleList: We love the new collection! What inspired Origin of the Species?

Ali Hewson: In general, the EDUN aesthetic is feminine, sexy with a rock'n roll edge – clothes that take you from day to night, the office to the club.

The current season is a study in the romantic naturalism, exploring the utopian ideal of two cultures merging into one. We grafted European romance with vibrant tribal African colors. We combined classic fit with striking, exotic colors and textures for something new and fresh.


StyleList: Who are your fashion icons?

Ali Hewson: My fashion icons don't necessarily wear clothes I want to wear -- or could wear! -- but it's their love of clothes and use of clothes as a form of expression that impresses me. Vivienne Westwood, who exudes style and attitude from every pore; she is timeless and fashion seems to orbit around her. Helena Christensen lives and breathes the detail of every piece she wears effortlessly gracefully and royally.
Then every African in Africa ... they know how to express themselves in colors, patterns, drapes, style with personality, it is in their genes!

StyleList: How does the ethical trade/sourcing influence your designs?

Ali Hewson: We do try and work within the capability of our factories as well as try to build their skill set to eventually produce more intricate, higher end products.

StyleList: What role does Bono play in the designs and business decisions?

Ali Hewson: A basic rule is never allow him to get involved in the design. He still hasn't been forgiven for the mullet in the 80's! But he is the best sounding board for the bigger picture that a company could find.

StyleList: What else is in the works for you?

Ali Hewson: There are many exciting things we look forward to down the line for EDUN. Eventually having our own retail shops, building the EDUN LIVE business and growing the EDUN brand in to other categories such as shoes and bags.


Read more from Ali on building sustainable trade, rather than aid, in developing countries, and check out the awesome Origin of the Species collection!