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I saw U2 in 2002 on their Elevation tour, and I must say that one of my biggest take-aways of the night was that Bono is a DORK. (Affectionately!) He gives himself emotionally to his music and his crowds, and while Thom Yorke and Chris Martin somehow do this really attractively… Bono doesn’t.

But as for his day job, I don’t think I’ll ever be as cool as Bono’s newest brand, Edun Live. Just look at these beautiful people. Obviously that’s what owning an ethically made, most-likely-organic T-shirt will do to you.

Edun Live is a sister company to Edun, and though these beauty shots seem to promise a lot, it really only offers black and white tees. (Yep, don’t get your hopes up too high… but colored tees are coming soon.) Selling to screenprinting wholesalers will be a big deal for them (no minimum purchase required), so spread the word to anyone you know who’s into that. (I’m guessing that appealing to band merch and the like is where the name comes from.)

Until July 1, get 10% off any order with the Edun Live promo code SHARETHELOVE. Cut for men, women, unisex and kids, adult tees are $22, or $25 in organic cotton.

Click on over to the Edun Live website, because the design and photography are totally rad, and it has an excellent personality in all its explanation of why Edun and Edun Live make their clothing in Africa, why organic cotton is good, et cetera. It’s really very educational and endearing.

Just like Bono himself.