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The ONE Campaign and Socially Conscious Fashion Label EDUN Join Forces Again to Launch the ONE T-Shirt Sold Exclusively at Nordstrom

Monday, October 15, 2007 General News J E 4
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NEW YORK, Oct. 15 Following the success of the 2006collaboration, The ONE Campaign and EDUN have come together for thesecond-year-running to launch the ONE.org T-shirt by EDUN at Nordstrom andhttp://www.nordstrom.com, http://www.one.org and http://www.edunonline.com.Last year saw tens of thousands of T-shirts sold, delivering the message tomillions of people worldwide that, together, we can help fight global diseaseand extreme poverty and bring fair trade and AIDS treatment to Lesotho,Africa.

(Logo: http://www.newscom.com/cgi-bin/prnh/20001011/NORDLOGO )

The special-edition shirt will again be 100% African, made in Lesotho,Africa, from 100% African cotton. The T-shirt costs $40, of which $10 will bedonated to the ALAFA fund (Apparel Lesotho Alliance for Africa). ALAFAprovides life-saving antiretroviral (ARV) drugs to factory workers and theirfamily members in Lesotho. In addition, Nordstrom will match the $10 donationfor every T-shirt sold in the U.S., up to $100,000.

The campaign, produced and partially underwritten by Elle magazine, wasshot again by photographer and supermodel Helena Christensen, photographing ahost of Hollywood stars and musicians all of whom have come together tosupport EDUN and ONE: The Campaign to Make Poverty History.

The images are each unique, capturing the personality of the individual.Shot over two days in studio (New York/Los Angeles) and some on location, thecampaign showcases an eclectic cast of characters. To add a further creativetwist to this year's campaign, each celebrity customized his or her T-shirt onset. The result is a collection of one-of-a-kind, signed T-shirts, which willbe up for auction exclusively on the EDUN website for two weeks startingOctober 16th. One hundred percent of the proceeds from that auction will godirectly to ONE: The Campaign to Make Poverty History. The celebrity T-shirtswill be on view in a display window at Nordstrom at The Grove in Los Angelesfrom Friday, October 12 through Wednesday, November 7.

Also, beginning on October 16th, the entire campaign can be viewed onlineat http://www.edunonline.com and http://www.one.org. In addition, selectedimages will run in a four-page editorial in November Elle. Ads with the tagline "We are One, You are One" will also run in the New York Times and NewYork Times T Style in October and via a wheat-pasting campaign in New York andLos Angeles from October through November.

Influential celebrities giving their time and energy to help reach andengage people in the fight against global AIDS and extreme poverty include BenAffleck, Ellen Pompeo, Kerry Washington, Laila Ali, Chris Daughtry, RaquelWelch, Kirsty Hume, Donovan Leitch and their daughter Violet, Courtney Love,Gwyneth Paltrow, Josh Hartnett, The Citizens Band, Rashida Jones, Liv Tyler,Michelle Monaghan, Julianne Moore and Waris.

By wearing this T-shirt and signing up at http://www.one.org, people willjoin The ONE Campaign in the fight against global AIDS, malaria, and extremepoverty in the world's poorest countries. ONE aims to help Americans raisetheir voices as ONE so that decision makers will do more to save millions oflives in the world's poorest countries. The T-shirt will help ONE continue toreach, educate and engage people in its growing campaign.

When purchasing this T-shirt, consumers will help bring much-needed tradeto an area with extreme unemployment, making it possible for people to buildtheir families, communities and countries.

Located in southern Africa, Lesotho's apparel industry is the major formof employment in this landlocked country of 1.8 million people, accounting forapproximately 40% of the jobs. With an average per capita income of just $436,Lesotho is classified as one of the poorest developing countries in the world.

Lesotho has one of the highest AIDS rates in the world, with 29% of thepopulatio
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