Bono's red sunglasses
Product Red is an ethical initiative encouraging consumers to join in the fight against HIV and Aids by supporting The Global Fund. The brand was launched by Bono back in January, together with partners American Express, Gap, Armani and Converse - not your typical ethical campaigners, I grant you.
Each company produces a 'Red' (not necessary of that colour) product from which profits will go direct to The Global Fund. American Express' 'Red' credit card has no annual fee and at least 1% of your spend will go to the fund. 50% of the profits of the Gap 'Red' merchandise will be donated, including a t-shirt priced at £14.50 made from African cotton, manufactured in Africa. The pictured Emporio Armani glasses, as worn by Bono, are available from April 2006 and Converse have created a unique Chuck Taylor All Star boot from a traditional African mudcloth design.
For all you sceptics out there, Bono has rejected suggestions that the companies involvement is to enhance reputation (cos we know that supporting ethical consumerism is cool!). He says that "We're not endorsing their products, these products endorse us". He went on to accept that there could be the possibility of choosing the wrong brand, but reasoned "with 6,500 people dying each day, it's worth a rock star ending up with a little egg on his face". [see story in full at BBC News Online]
Related Posts: Ms Bono's green outfits / Armani's hemp clothing
