U2’s Bono and wife Ali Hewson, cofounders of socially conscious clothing company EDUN Live, have teamed with Hard Rock International to launch a line of eco-friendly T-shirts.
Proceeds from sales benefit the Wildlife Conservation Society’s Conservation Cotton Initiative, which helps lift African farmers out of poverty by providing education on proper land management, organic cotton-growing techniques and wildlife conservation.
The Bono Signature Series T-shirt is made from 100% African cotton and features an image by Bono (a fish soaring through the moon and stars), the rock star’s signature and the words “Fish can fly…” The design is set on a black 100% African cotton T-shirt, available in men’s sizes, and on a white 100% African cotton T-shirt, offered in women’s sizes. Fans can purchase the limited-edition shirt online and at Rock Shops at Hard Rock Cafes, Hotels and Casinos.
Last year, EDUN and the WCS established the Conservation Cotton Initiative to help improve African communities’ livelihood by promoting greater investment in sustainable and ethical production of conservation-friendly agricultural products. The CCI also focuses on incorporating sustainable-conservation agricultural practices—including the transition from conventional to organic farming—and protecting wildlife.
EDUN was launched in spring 2005, with a mission to create beautiful clothing, while fostering sustainable employment in developing areas of the world (Africa, in particular).