The ONE Campaign and Socially Conscious Fashion Label EDUN Join Forces Again to Launch the ONE T-Shirt Sold Exclusively at Nordstrom

NEW YORK, Oct. 15 /PRNewswire/ -- Following the success of the 2006 collaboration, The ONE Campaign and EDUN have come together for the second-year-running to launch the ONE.org T-shirt by EDUN at Nordstrom and http://www.nordstrom.com, http://www.one.org and http://www.edunonline.com. Last year saw tens of thousands of T-shirts sold, delivering the message to millions of people worldwide that, together, we can help fight global disease and extreme poverty and bring fair trade and AIDS treatment to Lesotho, Africa.

The special-edition shirt will again be 100% African, made in Lesotho, Africa, from 100% African cotton. The T-shirt costs $40, of which $10 will be donated to the ALAFA fund (Apparel Lesotho Alliance for Africa). ALAFA provides life-saving antiretroviral (ARV) drugs to factory workers and their family members in Lesotho. In addition, Nordstrom will match the $10 donation for every T-shirt sold in the U.S., up to $100,000.

The campaign, produced and partially underwritten by Elle magazine, was shot again by photographer and supermodel Helena Christensen, photographing a host of Hollywood stars and musicians all of whom have come together to support EDUN and ONE: The Campaign to Make Poverty History.

The images are each unique, capturing the personality of the individual. Shot over two days in studio (New York/Los Angeles) and some on location, the campaign showcases an eclectic cast of characters. To add a further creative twist to this year's campaign, each celebrity customized his or her T-shirt on set. The result is a collection of one-of-a-kind, signed T-shirts, which will be up for auction exclusively on the EDUN website for two weeks starting October 16th. One hundred percent of the proceeds from that auction will go directly to ONE: The Campaign to Make Poverty History. The celebrity T-shirts will be on view in a display window at Nordstrom at The Grove in Los Angeles from Friday, October 12 through Wednesday, November 7.

Also, beginning on October 16th, the entire campaign can be viewed online at http://www.edunonline.com and http://www.one.org. In addition, selected images will run in a four-page editorial in November Elle. Ads with the tag line "We are One, You are One" will also run in the New York Times and New York Times T Style in October and via a wheat-pasting campaign in New York and Los Angeles from October through November.

Influential celebrities giving their time and energy to help reach and engage people in the fight against global AIDS and extreme poverty include Ben Affleck, Ellen Pompeo, Kerry Washington, Laila Ali, Chris Daughtry, Raquel Welch, Kirsty Hume, Donovan Leitch and their daughter Violet, Courtney Love, Gwyneth Paltrow, Josh Hartnett, The Citizens Band, Rashida Jones, Liv Tyler, Michelle Monaghan, Julianne Moore and Waris.

By wearing this T-shirt and signing up at http://www.one.org, people will join The ONE Campaign in the fight against global AIDS, malaria, and extreme poverty in the world's poorest countries. ONE aims to help Americans raise their voices as ONE so that decision makers will do more to save millions of lives in the world's poorest countries. The T-shirt will help ONE continue to reach, educate and engage people in its growing campaign.

When purchasing this T-shirt, consumers will help bring much-needed trade to an area with extreme unemployment, making it possible for people to build their families, communities and countries.

Located in southern Africa, Lesotho's apparel industry is the major form of employment in this landlocked country of 1.8 million people, accounting for approximately 40% of the jobs. With an average per capita income of just $436, Lesotho is classified as one of the poorest developing countries in the world.

Lesotho has one of the highest AIDS rates in the world, with 29% of the population infected. More than 55,000 of those infected are in desperate need of anti-retroviral therapy -- a figure vastly outnumbering the 1,000 currently receiving these essential life-saving drugs.

Since 2006, proceeds raised to support ALAFA have helped over 23,000 workers gain access to prevention programs and of these, 11,000 workers have had access to medicine and treatment. Over 150 peer educators have been trained so the local residents are more aware of how they can protect themselves and others against the danger of HIV.

    Further statistics:

    -- HIV testing: 1,798 workers received voluntary counseling and testing
    -- Workers that tested positive for HIV: 695 indicating a prevalence rate
       of 39%
    -- Workers currently registered to receive health monitoring and treatment
       from ALAFA: 330

The initiative will help 45,000 Lesotho apparel workers -- mostly women and one third of whom are estimated to be infected with HIV -- fight back against a pandemic that claims the life of roughly 2,300 people in Lesotho's apparel industry every year.

Building on last year's partnership, the ONE T-shirt by EDUN will be available to consumers this holiday exclusively at Nordstrom and http://www.nordstrom.com, and at http://www.edunoline.com and http://www.ONE.org, with potential to expand into other countries.

The sales of this T-shirt can help change lives in Africa and bring conscious consumerism to life. The power is in your pocket. Make the right decision.

About EDUN

EDUN is a socially conscious clothing company launched in Spring 2005 by Ali Hewson and Bono with New York clothing designer Rogan Gregory. The company's mission is to create beautiful clothing, while fostering sustainable employment in developing areas of the world, in particular Africa. In 2005, EDUN launched the edun LIVE brand of blank tee shirts. The edun LIVE range enables EDUN to drive further trade into Africa through high-volume sales direct to the wholesale market. The T-shirts are 100% African produced, from the fields where the cotton is picked, to the factory where the final sewing of the garment occurs.

EDUN is a full fashion collection for men and women, including tops, bottoms, denim, dresses, jackets, knits and sweaters with prices ranging from $50 - $400. The line is sold in leading department and specialty stores worldwide. The edun LIVE range is a business-to-business initiative, available exclusively online at http://www.edun-live.com or through direct business-to- business relationships.

According to DATA, Africa has lost 6% of world trade since the 1970s. If they could regain just 1% of that, Africa would earn $70 billion a year. They currently receive only $22 billion a year in aid.

About The ONE Campaign

ONE is Americans of all beliefs and every walk of life -- united as ONE -- to help make poverty history. We are a campaign of close to 2.5 million people from all 50 states and over 150 of America's most well-known and respected non-profit, advocacy and humanitarian organizations. As ONE, we are asking our leaders to do more to fight the emergency of global AIDS and extreme poverty.

ONE is nonpartisan. Working on the ground in communities, colleges and churches across the United States, ONE members ask America's leaders to increase efforts to fight global AIDS and extreme poverty. From the U.S. budget to the presidential elections to specific legislation on debt cancellation, increasing effective international assistance, making trade fair, and fighting corruption, ONE asks America's leaders to do more for those who need our help the most. Everyone can join the fight at ONE.org or by texting "Edun" to 62523.

    Contact Details:

    EDUN US and outside EU -- Bridget Russo  E: bridget@edun.ie
    T: 1 646 827 7563

    The ONE Campaign -- Meighan Stone E: meighan@one.org
    T: 1 202 538 9143

    EDUN Europe -- Hannah Grant / Natalia Damm  E: hannah@exposure.net /
    tally@exposure.net
    T: 020 7907 7147

    Nordstrom, Inc. -- John Bailey  E: john.bailey@nordstrom.com
    T: (206) 373-2415