Bono’s Wife is Opening an ‘EDUN’ Outpost on Lafayette Street
It was one year ago already that Brooklyn-based jewelry label, In God We Trust, closed its small SoHo shop. It had been on Lafayette Street for the decade prior. Now, its former location at number 265 is combined with the old Blue Water Flower Shop next door to become another upscale boutique. One with U2 pedigree.
A boutique called EDUN will be opening here, as advertised by the vinyl window shades revealed yesterday. The company, founded by Bono (aka Paul Hewson) and his wife Ali Hewson in 2005, sources much of its material from Africa in order to “develop sustainable trade with the continent.” What the PR pundits call “sustainable fashion.” The name itself derives from the word “nude” spelled backward, a “reference to the collection’s minimalist, organic style.”
EDUN maintains headquarters at 107 Grand Street in SoHo.
In God We Trust once boasted a mini empire, but now has no locations in Manhattan. It’s survived by two just across the East River (and one in Portland, Oregon). At its height, the indie designer brand maintained four stores. You’ll recall that a station of In God We Trust opened on Ludlow Street in September 2008, and held court until its lease there expired three years later.