Edun Apparel has been mired in losses since being formed in 2005 by U2 frontman Bono and his wife, Ali Hewson. The Man In Black and his wife are now reportedly more than £40 million in the red on the clothing venture after posting a loss of £3.4 million last year. Despite the firms struggles, the pair remains determined to stand by their duds. A statement released by the directors maintains they are, '...confident the current business strategy will result in the development of a successful and sustainable brand.' The label has attracted a high profile designer to take the lead role in pumping up the appeal of the clothing line that draws on artisans in Africa for its retail line.