Edun chooses Soho as the site of its first store
More than a decade after its launch, the sustainable fashion brand is opening its first store. The new space opens Wednesday in Manhattan’s Soho neighborhood.
Edun got its start in 2005 as one of the first fashion labels committed to sustainability. The brand founded by Ali Hewson develops clothes with artisans in Morocco and Cameroon, and promotes long-term growth through partnerships with local communities and artists. After years of selling its products online, Edun now has a permanent store.
Located on Soho’s Lafayette Street, the new space is decorated with artwork and ceramics by South African artist Lisa Firer and a white rug made with Paris Berbère. The dressing rooms are also outfitted with oak from the Congo.
The store also of course carries Edun’s current collection, including plastic boots made with Kenyan brand Bata and turtlenecks made in Madagascar. The brand also creates home goods such as candles created with South African artisans.
The opening of the stores comes as the fashion world as a whole is becoming more conscious of sustainability and ethical practices. Labels such as Stella McCartney have developed initiatives to create products with recycled materials, while Ethical Fashion Guatemala launched this year to create a transparent avenue to sell Guatemalan goods in the United States.
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