Bono airs his rock star rags
The rock star took time out from the US leg of the band’s Vertigo world tour at the weekend to help promote the arrival of the fashion label he developed with his wife, Ali Hewson, at one of Chicago’s trendiest stores.
Bono proved the main star at the gala event at Saks Men’s Store on Michigan Avenue on Saturday to promote their Edun (“nude” spelled backwards) clothing line.
True to form, Bono did not hesitate from emphasising the quality of the clothes as well as the political message behind the brand. “It’s the end of bling, the gold-crayon showy glamour,” he said about the clothing range, which includes jackets, jeans, T-shirts and blouses.
He described Edun garments as part of the growing trend of people wanting to “return to nature.”
Edun has joined up with other popular clothing brands such as American Apparel and Nike to campaign for more fair play in the rag trade.
Bono used the occasion to promote his long-held opposition to clothing sweatshops which exploit young workers in developing countries.
“We do not want you to buy these jeans because of poor Africans,” said Bono, whose label contracts some of its manufacturing to factories in Africa.
“We do not want you to buy this shirt for any reason other than you think it’s the most beautiful shirt on the rack. And enjoy the fact that the people involved in the story of how these clothes got to you are glad to be in the chain. That’s all,” said the singer.
Ali said she longed for the day when consumers became more aware of how their clothes were made.
“People want to wear clothes that aren’t made from other people’s despair. I know I don’t want my children wearing clothes that are made by other people’s children,” said Bono’s wife.
