In 2005, Hewson, Bono and designer Rogan Gregory co-founded the EDUN fashion label. It was intended to help bring about positive change in Africa through a fair trade-based relationship rather than by direct aid. Another aim of the label was to set an ethical example in an industry they felt had long exploited child labour. She said they wanted "to show that you can make a for-profit business where everybody in the chain is treated well." Hewson had not been particularly interested in fashion prior to this undertaking.