CSR case study: Edun documentary champions ethical fashion (and boosts sales 800%)

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Fashion brand Edun wanted to showcase ‘Made in Africa Philosophy’, so it partnered with VICE to create a documentary in the Congo to exploring the gorilla's fight for survival as a species. This corporate social responsibility case study looks at how the Bono-owned brand created a fresh identity around ethical trading, boosting sales 800% in the process.

Case study summary

• Gorilla documentary showcases ethical trading at Edun
• Vice also helped rebuild brand with video series and syndication across the web
• Film viewed over two million times while online sales increased 800%

The challenge

Edun, a global fashion brand founded by Ali Hewson & Bono in 2005, brings positive change through its trading relationship with Africa and has positioned itself as a creative force in contemporary fashion.

Bono and Ali Hewson sought the services of VICE to rebrand their ethical fashion label to reach a younger audience and stimulate e-commerce in order to integrate their cause into the youth’s buying habits.


The solution

To bring Edun's Made in Africa Philosophy to life, VICE traveled to Virunga National Park in The Congo and filmed Gorillas in the Midst, a documentary exploring the gorilla's fight for survival as a species.


In addition to the documentary, VICE created a fresh identity for Edun by rebuilding their digital properties and adding an original video series to promote the rebrand. The content VICE created was syndicated widely across the web.

VICE created a retail and brand site for Edun Live, balancing product information and brand videos. As a part of the rebranding of identity, VICE created the logo and identity system inspired by modern interpretations of Africa.

The results

Gorillas in the Midst was viewed over two million times. Online Sales at Edun Live increased by more than 800 percent following redesign and campaign launch.

“VICE is more rock and roll than we will ever be.” – Bono


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