Proceeds Benefit African Cotton Farmers and Build Trade in Africa

3rd March 2008, Kuala Lumpur – U2′s Bono is recognized as one of the world’s greatest performers and activists. Now, through edun LIVE’s partnership with Hard Rock, Bono is combining his love for music with his wife and EDUN co-founder Ali Hewson’s work toward sustained development in Africa. Hard Rock International is proud to launch its latest Signature Series, featuring an edun LIVE t-shirt, adorned with an image by Bono.

Hard Rock’s Bono Signature Series t-shirt combines EDUN’s Trade for Aid ethos and conscious consumerism with raising funds to benefit African cotton farmers, while creating jobs for African garment workers. Proceeds from t-shirt sales will benefit Wildlife Conservation Society’s Conservation Cotton Initiative, which helps lift African farmers out of poverty by providing education on proper land management, organic cotton growing techniques and wildlife conservation.

Since it was established in 1971, Hard Rock has been committed to a wide variety of philanthropic causes and activities around the world. In 1990, Hard Rock International developed the concept of partnering with world-renowned musicians and bands, who create and donate imaginative designs to be reproduced onto t-shirts to benefit the artist’s charity of choice. Bono is the 25th artist in Hard Rock’s Signature Series, and joins music icons and legends, including Sting, Eric Clapton, Bruce Springsteen, Green Day, Ozzy Osbourne and Shakira, helping to raise millions of dollars for a number of charitable causes worldwide, such as Crossroads Centre Antigua, World Hunger Year, Amnesty International and more.

Hard Rock’s Signature Series: Edition XXV is printed on an edun Live t-shirt made from 100% African cotton and features an image by Bono- a fish soaring through the moon and stars, with the words “Fish Can Fly… “, and Bono’s signature. The Bono Signature Series t-shirt is set on a black 100% African cotton t-shirt, available in men’s sizes, and on a white 100% African cotton t-shirt, offered in women’s sizes. Hard Rock’s 25th Signature Series T-shirt is produced by edun LIVE, an ethical t-shirt company, created by Bono and his wife Ali Hewson.

“edun LIVE is pleased to be working with Hard Rock International and the Wildlife Conservation Society on this project. It is truly an innovative program, said Ali Hewson; co-owner and co-founder of Edun. “With Hard Rock’s trade, we are able to help address the issues of poverty alleviation, education and conservation. Each Signature Series T-shirt bought connects the buyer to the livelihood of those who grow and sew the cotton in Africa. It’s a program that can create real opportunities. Fish can fly!”.

Hard Rock International is offering fans the chance to own the limited-edition T-Shirt, which is currently available at Rock Shops at Hard Rock Cafe, Kuala Lumpur for only RM 85.00 each.

Hard Rock Café Kuala Lumpur is situated at Wisma Concorde, along Jalan Sultan Ismail, right in the hub of KL’s nightlife scene! For inquiries, please call 603- 2715 5555.

For further information, please contact;

Sharina Ahmad (Marketing Director) at 012- 376 3446/ email at salephkl@tm.net.my

or Erlina Zahidi (Marketing Executive) at 012- 265 2617/ email at salephkl@streamyx.com