Tuesday, July 31, 2007


Bono (lead-singer from U2, but you already know that) created (RED), a team of most iconic brands in the world, grouped together in order to produce stylish, cool, fashionable (PRODUCT)RED branded products, A percentage of each (PRODUCT)RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.

I was curious about the meaning of the parentheses or brackets everywhere in the logo's, product names etc. Well, the founders said they call them "the embrace." Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name -- (PRODUCT)RED.

Motorola, Gap, Armani, Converse and Apple, all of them have branded (RED) products available for you to buy, and in this way help raise the Global Fund.

So go and buy a pair of cool wraparound sunglasses in pale pink (my favorite), brown or green, similar to the ones worn by Bono on U2’s recent Vertigo World Tour, all embossed with the Emporio Armani RED logo. A percentage of its price will be given to charity.

Or if you are a music maniac, buy yourself the (RED) apple. It costs the same as anyother ipods, but 10$ will belong to sick children.

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