Let’s up pace: Bono

DAVOS – Rock star and activist Bono launched a new push to fight HIV and AIDS in Africa, unveiling a partnership with American Express and other companies to offer products under a brand called ‘Red’, proceeds of which will be funnelled to the cause.

“So, here we are, fat cats in the snow, and I say that as one,” said the denim-jacketed U2 frontman, who was flanked by Italian fashion tycoon Giorgio Armani and corporate executives who joined him for the announcement on Thursday at the World Economic Forum. The project will market red-themed products from Converse footwear, Gap clothing and Giorgio Armani, as well as a red American Express card to be offered initially only in Britain, as of next month.Products branded ‘Red’ will include sports shoes, T-shirts and sunglasses – some produced in Africa, some with African materials.A slice of the revenue – numbers vary by company and product – will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria.Bono said each day brings 6 500 HIV-related deaths in Africa – and 9 000 new infections.”We’re losing in the battle…Maybe it’s an Irish macho thing, but I really don’t like losing,” the Irish native said.”I’m calling it conscious commerce for people who are awake, people 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?’” – Nampa-APThe project will market red-themed products from Converse footwear, Gap clothing and Giorgio Armani, as well as a red American Express card to be offered initially only in Britain, as of next month.Products branded ‘Red’ will include sports shoes, T-shirts and sunglasses – some produced in Africa, some with African materials.A slice of the revenue – numbers vary by company and product – will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria.Bono said each day brings 6 500 HIV-related deaths in Africa – and 9 000 new infections.”We’re losing in the battle…Maybe it’s an Irish macho thing, but I really don’t like losing,” the Irish native said.”I’m calling it conscious commerce for people who are awake, people 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?’” – Nampa-AP