Edun Pioneers Project

Ethical brand Edun have launched their new ‘Pioneers Project’ celebrating men from around the world who are making their mark in fashion, featuring Edun’s Fall Menswear collection. With Pioneers ranging from actors, artists, activists, and entrepreneurs - the label will be presenting the project this A/W11 during New York’s Fashion Week. Shot in the fashion capital’s Milk Studios by photographer Ben Watts, the pioneers from Waris Ahluwalia to Jim Moriarty, Aaron Rose, and Graham Hill (founder of Treehugger.com) all wear the Fall/Winter 2011 Edun collection, each look reflecting their own unique styles.

Dazed Digital: What factors went into making your selection of the Edun Pioneers?
Ali Hewson: The design and marketing team sought out people who really embody the Edun spirit. They are real men, doing great things in the world, pioneering new territory for others to follow. People we feel our customer can relate to.

DD: Are there any obvious links between those chosen?
Ali Hewson: They all are breaking new ground in a smart way...

DD: What are you hoping for them to achieve for Edun?
Ali Hewson: We hope the campaign will help define the Edun man and align the brand with inspiring individuals.

DD: What is the next step?
Ali Hewson: We are really excited about the campaign and hope the public will embrace it and share the content with their friends. Since it is a digital campaign, it's important that the message is picked up and shared. If it goes well, we will consider this type of campaign for women's and include Pioneers from around the world.

Edun Pioneers Project launches today on Edun.com where each month throughout December, three of the pioneers will be featured. The brand will donate 10% of online sales of that item for the entire month the Pioneer is featured.