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.