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Wednesday, 14 September 2011

Edun Aspiration

It's not just the incredible range that keeps me logging into MrPorter.com, more often than not it's to see the features on prominent and inspiring men. The company (N.B. Net-a-Porter) have mastered the technique of driving traffic to a commercial site with quality editorial and it's a trend which seems to seep beyond the retailer. This, along with the whole 'inspiring men' thing, is what's drawn me to Edun's 'Pioneers Project'.

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When I read about the project for the first time it quickly became apparent that all the right boxes were being ticked - quality produce, stylish subjects, meaningful causes and ultimately the clincher is a positive impact on real people. They've selected 11 men who have "style with substance" to front the campaign which pairs them, their companies and their style, with Edun's clothing - overall making for great imagery shot by Ben Watts.

For me, top style point go to artist Waris and Sean Carasso, founder of Falling Whistles - who both show personal style, beyond the 'styled'. Over the coming weeks, Edun will be selecting one item at a time to be featured with 10% of profits going to causes related to each of the men involved - from TOMS and Pencils of Promise, to TreeHugger.com and Make Something School.

Maybe I want to support it because I believe in the causes or perhaps I have a secret dream that one day I'd be considered among these great men - either way, it's a bloody good collaboration.