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Bono�s �Win-Win� Barter Deal With World�s Largest Luxury-Goods Firm

An equity investment by LVMH (brands include fashion house Louis Vuitton, Dom Perignon champagne and Hublot Watch) will see them acquiring a large stake � nearly 50% � in Edun, the ecologically and socially conscious fashion line backed by singer Bono and his wife Ali Hewson.

Edun, founded in 2005, specializes in organic-cotton fashions that are manufactured in developing countries including India, Peru, Kenya and Uganda. The company�s mission is to promote trade as a way to boost communities and to encourage other entrepreneurs to do business in developing countries, particularly Africa.

Edun will be managed by LVMH and be gaining access to their marketing, management and production resources, a real coup for Bono�s young operation. For LVMH the deal provides them with the introduction into the growing market for fashion businesses that have ecological and ethical goals.

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