Eco-friendly cotton from Africa is making its way onto the backs of U2 fans across the world, thanks to a new partnership between Hard Rock International and the ethical T-shirt company edun LIVE. Founded by U2 frontman Bono and his wife Ali Hewson, edun contributes proceeds from the sale of its 100% African cotton tees to the Conservation Cotton Initiative (CCI), a program run by the Wildlife Conservation Society (WCS). CCI helps lift African farmers out of poverty by providing education on proper land management, organic cotton growing techniques, and wildlife conservation.

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