On Sunday, September 11th, 2011, Grassroots Films' own Jeffrey Azize (of the documentary The Human Experience) teamed up with fashion line EDUN, as a "Pioneer of Change" – to support the mission of the globally conscious label during New York City's Fashion Week.
While Grassroots Films is changing the way people experience movies, EDUN is changing the way people experience style. With an ethical approach, Ali Hewson and her husband, Bono (of U2), launched the label with a cause: to encourage fair trade with Africa and raise awareness of the possibilities there. Their newest menswear campaign featured twelve unique "Pioneers of Change," photographed by Ben Watts. The men were selected by Hewson and the EDUN team for their style and substance.
"We wanted to show people who had blazed a trail for themselves and were actually doing something in the world that was really great," explained Hewson. "They are exactly the kind of guys we had in mind when we were making the clothes."
Azize, the leading protagonist in The Human Experience expressed how EDUN's mission correlated with the message which emerged in the Grassroots Films-produced documentary. The Human Experience follows Azize and his friends as they live among homeless New Yorkers, Peruvian orphans, and African lepers, discovering meaning and beauty in a seemingly dark world. A shared interest in Africa, along with a desire to reach out to marginalized communities, serves as a common thread between both Grassroots Films and EDUN. Added Azize, "It is a pleasure to participate as one of the Pioneers. Bono & Ali continue to do meaningful work with a positive impact. It's great to experience how the fashion industry can be a platform to promote human dignity and peace."
"It's an honor for us to be able to be associated with these guys," added Hewson. "They're real men doing real work."