PARIS — LVMH Moët Hennessy Louis Vuitton is parting ways with Edun, the socially conscious clothing label founded by Ali Hewson and her husband Bono, and ceasing its business operations in the U.S.
“In light of a joint review of the business, Edun is restructuring its operations in preparation for its next chapter and LVMH will transfer its shares back to the founders,” the French conglomerate said in a brief statement.
LVMH took a 49 percent stake in the label in 2009, and the following year featured the husband-and-wife team in an advertisement for Louis Vuitton as part of its “Core Values” ad campaign. The two were shown disembarking from a plane wearing Edun outfits, with Hewson carrying a handbag codesigned by Edun and Vuitton.
“The founders remain committed to Edun’s mission for sustainable fashion and thank LVMH for its support and dedication during this journey together,” the statement said. They have yet to decide on the future direction of the label, whose creative team was based in New York.
Founded in 2005, Edun sought to promote trade in Africa by sourcing production throughout the continent. It worked with farmers in Uganda, for example, teaching skills to grow cotton, improving adult literacy and digging wells, among other initiatives.
But the brand has struggled to establish a strong fashion image, cycling through designers including Sharon Wauchob, who designed the label for six seasons, and Danielle Sherman, who left in 2016 after three years at the helm.
Julien Labat, who had previously worked at Jean Paul Gaultier and Carven, took over as chief executive officer in 2015.
The move by LVMH comes after Kering said last week it was in talks to sell back the Christopher Kane brand to its founder.
Kering also announced this week it was ending its partnership with Tomas Maier in his signature brand. The development comes a few weeks after Maier parted ways with Kering-owned Bottega Veneta, where he served as creative director over a storied and fruitful 17 years.