ShopFlick

Edun

Bridget Russo

SF: What does your brand stand for?

BR: Edun is a socially responsible clothing brand that seeks to build sustainable trade in developing areas of the word in particular Africa. Through EDUN and our sister company EDUN-LIVE we work on a daily basis towards this goal. EDUN LIVE is the basic tee shirt brand of EDUN that is made 100% in Africa with African cotton.

SF: What is the inspiration?

BR: The Spring/Summer 2009 collection is a study in the romantic naturalism of the “Origin of the Species” in which EDUN explores the utopian ideal of two cultures merging into one. The romance inherent in European culture is grafted with the vibrancy of tribal Africana – weaving classic fabrics and timeless fits with exotic and striking colors and textures.

This season EDUN focuses on an eclectic mix of refined and edgy styles. Romantic French tailoring and casual, yet elegant lightweight fabrics are complimented by the earthy, exotic natural qualities inherent in old Africa. The majesty of the kingdom of Africa is fused with the artfulness of the French.

SF: Who are your customers?

BR: Our customers are between the ages of 25-40. They are conscious consumers who want to know the story behind the products they buy. At the time they want to look good in their clothes and have a keen sense of style. They are interested in music, fashion and art.

SF: What’s new this season?

BR: This season we are working with some great fabrics, including an organic cotton and tencel, a material made from wood pulp, to create romantic sweaters with peek-a-boo tribal motifs. Silk and satin button up shirts and wrap dresses are accented with zigzag patterns giving an added flare to easy every day pieces.

In addition we have incorporated a new Ethiopian open weave fabric into the spring collection, creating free-flowing pieces with a scarf like feeling. The romantic fabric and fits are augmented with edgy shoulder cut out details and lace like patterns.

SF: What items are people responding to most?

BR: Both programs mentioned above are getting a great response as well as our tee shirt dresses with graphic bold prints and our graphic tee program for men.

SF: Are any celebs wearing your pieces?

BR: Natalie Portman, Gwenyth Paltrow, Helena Christensen and Christy Turlington are fans.

SF: How did you get started in the industry?

BR: I began working in PR on the agency side at Ogan / Dallal Associates and then Paul Wilmot Communications. I then went in-house to Diesel as the PR Director and now I am at EDUN.

SF: What is your must-have item?

BR: That’s tough to say. The organic cotton knitwear program is amazing and the tee shirt dresses are fun and make a bold statement.

SF: What are you wearing right now?

BR: EDUN sage jeans with vintage sweater – I am now living in London and it’s cold!

SF: Is there anything else you would like to share with the Shopflick community?

BR: Check out www.edun-live.com

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Check out Edun’s Collection on Shopbop!