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IRELAND: edun LIVE - one million tee shirts sold

DUBLIN: edun LIVE, a core brand of the socially conscious clothing label Edun has produced and sold in excess of one million t-shirts achieving its goal to deliver trade and drive sustainable employment in sub-saharan Africa.

The brand was launched in 2005 by Edun when it produced the promotional merchandise for U2's 'Vertigo' tour.

From the fields where the cotton is picked, to the spinning, knitting and
finally the garment making, all “edun LIVE” products are 100% produced in
Africa with options of either 100% African certified organic or 100% combed
cotton. edun LIVE calls this initiative 'grower to sewer' African,
meaning that every step of the supply chain benefits from the production of
the t- shirt.

The brand's sole mission is to drive long-term sustainable employment in sub-Saharan Africa. This mission will be reached via the high-volume sales of blank merchandising t-shirts, which will be marketed specifically to the promotional products industries.

The t-shirts are essentially a blank canvas for companies, schools,
non- profits, artists, bands and brands to use as promotional merchandise.
Anyone with a desire to encourage products made 'grower to sewer' in Africa
can benefit from an association with edun LIVE.

In order to augment trade, “edun LIVE” aims to put forth a business model that is a proof of concept to other companies. In effect, a demonstration that big brands can do business and do it very well with developing countries like those in sub-Saharan Africa.

    Since its inception in 2005, edun LIVE has received orders for over
$3,000,000 (1,500,000 pounds Sterling) worth of t-shirts all over the
World, and it is gathering momentum every day.

Source: Agencies • News Courtesy: BharatTextile.com