EDUN didn't have to look far to find a few good men to model its Fall/Winter 2011 collection. Kicking off its "Pioneers" project at New York Fashion Week, the ethical label tapped actors, artists, activists, and entrepreneursâ€”including TOMS's Blake Mycoskie, TreeHugger's Graham Hill, and Neil Blumenthal and Dave Gilboa of Warby Parkerâ€”for a viral campaign that will also drive awareness for the pioneer's cause of choice. "All these pioneers are all chosen because they're men who have style with substance," says Ali Hewson, who co-founded the brand with her husband, U2 frontman Bono. "I think intelligence is the most attractive thing about styling."
MEN OF SUBSTANCE
Shot by famed British photographer Ben Watts at New York City’s Milk Studios, the campaign will roll out each month through December, three pioneers at a time. Besides highlighting one item worn by each individual on its website, EDUN will also donate 10 percent of that garment’s online proceeds for the entire month the pioneer is featured. Expect next year’s expanded campaign to include women and international pioneers, the label says.