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Oftentimes, when celebrities and retailers get involved in “green projects,” the numbers show that it’s all just greenwashing: a scam to reel in publicity and profitability. EDUN has always been one of the few exceptions to the rule – Bono and his wife are the front-runners, yet despite its celebrity status, the project is truly sustainable – and when they attached their name to a new collaboration with online retailer Yoox.com
, I did a little research.
This project is on the up and up: the proceeds are all donated to Green Cross International and put to good use, supporting sustainability initiatives throughout the world. Their US counterpart, Global Green USA, has a great rating on CharityNaigator.org, and the company has been going strong since its inception in 1992.
So the eco section of Yoox – “Yooxygen” – and its extra special series of t-shirts, ever.green, can be added to the short list of celebrity-infused eco shopping that really makes a difference. (I love watching true sustainable fashion spread throughout the ‘net.)
(They’re $39 each – click the pictures to go to the site.)
Images via Yoox.com