Miami Student

Issue date: 1/12/07 Section: Front Page

Media Credit: Michael Pickering Ali Hewson, co-founder of Edun Apparel Ltd. and the wife of U2 musician Bono, speaks with other company executives Wednesday at Hall Auditorium.

Partnering with business executives and humanitarian efforts across the globe, Miami University students from the Richard T. Farmer School of Business Center for Social Entrepreneurship unveiled a plan Wednesday for the newly created business, Edun LIVE on Campus.

This puts Miami students at the heart of first collegiate program to work with Edun LIVE, a subsidiary of Edun Apparel Ltd., which employs workers in sub-Saharan Africa to produce blank T-shirts that can then be ordered by any business or organization for custom screen-printing.

In a packed Hall Auditorium Wednesday afternoon, Edun LIVE executives explained the history of the company and its main mission - to help those in impoverished countries.

"No matter how much outpouring of aid there is, the African people want to work and have employment," said Ali Hewson, co-founder of Edun Apparel and the wife of U2 musician, Bono. "Trade is essential in dealing with poverty. The African people don't want to be dependent on handouts."

Prior to the public presentation, Miami students involved with Edun LIVE on Campus met with Edun LIVE executives to present a business plan and strategize for the future. The pilot program for Edun LIVE on Campus was formed in September of 2006 by the Center for Social Entrepreneurship at Miami by approximately 12 students.

Edun LIVE on Campus will serve as a link between Edun LIVE and universities who want to sell the brand of clothing, and members hope to spread it to college campuses nationwide in the future.

"We wanted to start this pilot program and penetrate the college market," said senior Andy Mitchelides, president of the Center for Social Entrepreneurship. "Basically we wanted to put together a 'cookbook for success' that could be used by other schools."

Edun LIVE's goal is developing sustainable employment opportunities for workers in developing countries, according to CEO Christian Kemp-Griffin.

Currently less than 2 percent of the world's trade business is in Africa. Edun LIVE not only endeavors to bring jobs to locations such as Lesotho, Africa, but also to keep the entire manufacturing process in the area with a "grower to sewer" mentality.

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