Ali Hewson may be Bono’s wife, but she’s also the brains behind Edun, the brand they started together with Rogan Gregory in 2005. Now that Gregory has left, Hewson on Tuesday unveiled an evolution of the line designed by her and Sharon Blankson, U2’s longtime stylist and new creative director at the contemporary firm. Together, they are committed to their mission to produce eco-friendly clothes through sustainable farming practices in Africa, Peru and India. And stores are in the works, as well.
WWD: Rogan has been with you since you launched in 2005. How is it going now that he’s gone?
Ali Hewson: Rogan helped us launch and he was so great to have around, but I think he left us at a time where we feel good about taking it into our own hands. He had to step away — he just has so many other things going on. Sharon Blankson, who is a great friend of ours and who has worked as a stylist with U2 for years, has really stepped up and is helping us with design. She has been great for us, she’s such a talent. We are still great friends with Rogan.
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WWD: How has Edun evolved?
A.H.: It’s become much more feminine, but still has that edge, which Sharon has helped to bring out. We’ve also learned so much more about Africa and the countries we manufacture in, which has helped us grow. And we’ve improved our online presence, which for us has been the best way to monitor how we do. Our online business has grown by 136 percent since last year.
WWD: Edun is based in New York, so are you spending more time here?
A.H.: I’m in New York a lot, and will be even more since our oldest daughter just started at Columbia. We do have a place here in New York, but my home is in Ireland. That will always be home.
WWD: Isn’t it difficult to be in Ireland when everything is based in New York?
A.H.: No, not really. We are a very tight group and we are all in constant contact with each other. We are a small company, with about 20 people in New York and six in Ireland, so it’s easy to stay connected.
WWD: Since the start of Edun, your mission has been to support free trade and produce in places such as Africa, Peru and India. How is that going?
A.H.: I have to say, it’s been really quite challenging, but we are committed. Through the Conservation Cotton Initiative, which we started last year with the Wildlife Conservation Society, we are working with farmers in order to ensure their crops are growing true organic cotton, which has been tough for many of them, since they really cannot make money for about three years as they rotate their crops and make sure all of the pesticides are completely gone. It’s very expensive, so I can see why many companies wouldn’t want to make the switch to organic, sustainable practices. It’s been a long road, but we are staying on it.
WWD: Has it been harder than you thought?
A.H.: Maybe, but it’s really so rewarding to work with people who truly want to work and support their families. Our goal is to eventually produce 100 percent organic product and get the word out there to other companies that can do the same thing. We are a small company, but we have a loud voice, and we are using it. There are so many elements to this business and we just want to make sure we do everything right. We realize that there is no point of doing what we do if we don’t make beautiful things that people want to buy, which is of course our main goal, as well.
WWD: Do you spend a lot of time traveling to these countries?
A.H.: I do travel a lot. I was just in Kenya and in Madagascar, but it is tough to do so much traveling with four children. I do as much as I can.
WWD: What’s next for Edun?
A.H.: Well, we are starting to think a lot about our own stores and, starting in October, we are doing a couple of pop-up shops in San Francisco and in Los Angeles. In San Francisco, we are taking over a space inside of Azalia, a store we are already in, and building out our own space for two weeks inside of the store. Then, in November, we will do the same thing in Ten Over Six, a brand-new store in Los Angeles near The Grove. Then, after that, we are hoping to do more pop-ups and then open our first store in New York next year.
WWD: How is Bono involved?
A.H.: We keep him locked away in a box in the office and only let him out when we need him. No, of course, I’m joking. Actually, he gives his opinions quite frequently and, as I’m sure you know, it’s hard to stop him when he has an opinion on something. He mostly has a lot to say about the men’s line, but he is a brilliant visionary and he’s been great with everything.