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Bono Saves World…With Jeans

As his latest effort to drum up support for and awareness of global problems like AIDS, tuberculosis, malaria, Bono has partnered with several high profile companies to sell products under the brand name “Red.” The Red brand will include products from the Gap, Converse, American Express, and Giorgio Armani, the Associated Press reports. Bono unveiled the “Red” brand plan today in Switzerland. “So, here we are, fat cats in the snow, and I say that as one,” Bono said, urging listeners to observe “conscious commerce.” “I’m calling it conscious commerce for people who are awake,” Bono continued. “[P]eople who think about their spending power and say: ‘I’ve got two jeans I can buy. One I know is made in Africa and is going to make a difference and the other isn’t. What am I going to buy?'” Bono’s humanitarian efforts in the past garnered him a Nobel Peace Prize nomination in 2005. U2 will hit the stage next month in Central and South America as part of their Vertigo World Tour.

U2 official site

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