Bono backs eco-friendly clothing line

Bono has a new gig: U2’s lead singer is charged with raising awareness and interest in the new fashion brand Edun.

His mission, however, is larger than selling T-shirts, shrunken blazers and slim-cut denim pants with metallic stitching. The goal is to build a brand that produces desirable and wearable clothing while providing sustainable employment and stable commercial relationships in developing areas of the world.

The collection -- Edun is nude spelled backward -- is co-designed by Bono’s wife, Ali Hewson, and Rogan, an established designer with his own clothing line that emphasizes organic fabrics and ethical guidelines.

Edun’s garments are designed after the capabilities of the factories in Lima, Peru, and Monastir, Tunisia, have been assessed, said Rogan, whose full name is Rogan Gregory. For the fall collection, production will extend to Lesotho, South Africa, and Tanzania in East Africa.