Edun Launches Menswear at Bloomingdale's

Socially-conscious fashion label Edun has had an interesting couple of years. After breaking up with designer Rogan Gregory, the label kind of floated for awhile, and no one was quite sure where it was going. That is, until founder Ali Hewson signed a deal with LVMH, which injected a bit of cash into the company, allowing Hewson to hire new creative director Sharon Wauchob. Not only is the Paris-based, Irish born designer's first women's collection for the brand getting rave reviews (it's selling at Barneys like hot cakes, we hear), but she and Hewson have also re-launched menswear, which debuted at Bloomingdale's last night. (Apparently, these collections were designed by a freelance team, not Wauchob. Regardless, they looked great, and I'm assuming the general direction of the firm is set.)
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Socially-conscious fashion label Edun has had an interesting couple of years. After breaking up with designer Rogan Gregory, the label kind of floated for awhile, and no one was quite sure where it was going. That is, until founder Ali Hewson signed a deal with LVMH, which injected a bit of cash into the company, allowing Hewson to hire new creative director Sharon Wauchob. Not only is the Paris-based, Irish born designer's first women's collection for the brand getting rave reviews (it's selling at Barneys like hot cakes, we hear), but she and Hewson have also re-launched menswear, which debuted at Bloomingdale's last night. (Apparently, these collections were designed by a freelance team, not Wauchob. Regardless, they looked great, and I'm assuming the general direction of the firm is set.)
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Socially-conscious fashion label Edun has had an interesting couple of years. After breaking up with designer Rogan Gregory, the label kind of floated for awhile, and no one was quite sure where it was going.

That is, until founder Ali Hewson signed a deal with LVMH, which injected a bit of cash into the company, allowing Hewson to hire new creative director Sharon Wauchob.

Not only is the Paris-based, Irish born designer's first women's collection for the brand getting rave reviews (it's selling at Barneys like hot cakes, we hear), but she and Hewson have also re-launched menswear, which debuted at Bloomingdale's last night. (Apparently, these collections were designed by a freelance team, not Wauchob. Regardless, they looked great, and I'm assuming the general direction of the firm is set.)

We had a chance to check out the goods, and we have to say we're impressed. There's a rugged linen suit that's downright sexy, and a pair of blasted denim jeans that we want for ourselves. There's also well-thought-out t-shirts illustrating the label's humanitarian efforts.

Overall, the thing that struck us most is the cohesive aesthetic Edun's finally forming. In the past, we've loved pieces here and there, but we just didn't get what Edun clothes were actually about. Now we see a rumpled, earthy style that's still very much on-trend. And we like it.