New York, March 11 – We expected a sprouty crowd Friday night at a launch party for a new, eco-friendly, ethically-produced clothing label called Edun, but instead we found Jay-Z, Robert De Niro, Christy Turlington, Alexandra Kerry and even Universal Music CEO Doug Morris at Saks Fifth Avenue checking out the all-natural togs.

Bono and his activist wife, Ali Hewson, founded the line, but the U2 star claimed that he knows nothing about fashion, and only got involved on the condition that he have no creative input. So they enlisted designer Rogan Gregory, of Rogan Jeans fame, to design Edun - “nude” spelled backwards - which is produced in family-run, non-sweatshop factories in Africa and South America. Hewson said the couple wanted to show that it’s possible to make a healthy profit while embracing fair labor practices, so you’ll have a clear conscience when you fork over your dollars at Saks and Barney’s.