Hard Rock International Launches Bono Signature Series

Hard Rock International Launches Bono Signature Series

Proceeds Benefit African Cotton Farmers and Build Trade in Africa

ORLANDO, Fla., Jan. 2 /PRNewswire/ -- U2's Bono is recognized as one of the world's greatest performers and activists. Now, through edun LIVE's partnership with Hard Rock, Bono is combining his love for music with his wife and EDUN co-founder Ali Hewson's work toward sustained development in Africa. Hard Rock International is proud to launch its latest Signature Series, featuring an edun LIVE t-shirt, adorned with an image by Bono.

(Photo:

http://www.newscom.com/cgi-bin/prnh/20080102/NYW013 )

Hard Rock's Bono Signature Series T-shirt combines EDUN's Trade for Aid ethos and conscious consumerism with raising funds to benefit African cotton farmers, while creating jobs for African garment workers. Proceeds from the T- shirt sales will benefit Wildlife Conservation Society's Conservation Cotton Initiative, which helps lift African farmers out of poverty by providing education on proper land management, organic cotton growing techniques and wildlife conservation.

Since it was established in 1971, Hard Rock has been committed to a wide variety of philanthropic causes and activities around the world. In 1990, Hard Rock International developed the concept of partnering with world- renowned musicians and bands, who create and donate imaginative designs to be reproduced onto T-shirts to benefit the artist's charity of choice. Bono is the 25th artist in Hard Rock's Signature Series, and joins music icons and legends, including Sting, Eric Clapton, Bruce Springsteen, Green Day, Ozzy Osbourne and Shakira, helping to raise millions of dollars for a number of charitable causes worldwide, such as Crossroads Centre Antigua, World Hunger Year, Amnesty International and more.

Hard Rock's Signature Series: Edition XXV is printed on an edun Live T Shirt made from 100% African cotton and features an image by Bono - a fish soaring through the moon and stars, with the words "fish can fly . . .", and Bono's signature. The Bono Signature Series T-shirt is set on a black 100% African cotton t-shirt, available in men's sizes, and on a white 100% African cotton t-shirt, offered in women's sizes. Hard Rock's 25th Signature Series T-shirt is produced by edun LIVE, an ethical t-shirt company, created by Bono and his wife Ali Hewson.

Hard Rock International is offering fans the chance to own the limited- edition T-shirt, which will be available January 7, 2008 online at www.hardrock.com/rockshop and at Rock Shops at Hard Rock Cafes, Hotels and Casinos.

In 2007, Edun and the Wildlife Conservation Society (WCS) established the Conservation Cotton Initiative (CCI) to work towards improving the livelihoods of communities in Africa by promoting greater investment in sustainable and ethical production of conservation-friendly agricultural products. Another focus of CCI is to incorporate sustainable conservation agricultural practices and the protection of wildlife. CCI focuses in particular on cotton grown organically or through methods that are part of a transition from conventional to organic production. The WCS currently works on sustainable conservation farming with farmers in Madagascar, Uganda and Zambia. WCS advises and works with Edun in those countries to help farmers apply sustainable conservation methods in growing cotton.

"We are truly honored to have one of the biggest names in music and such a dedicated activist as Bono become part of Hard Rock's renowned global Signature Series T-shirt program," said Sean Dee, vice president and chief marketing officer, Hard Rock International. "We are also pleased to be able to show our support for the Wildlife Conservation Society, and help to improve the quality of life and work towards a cleaner, greener Earth."

To learn more about the Wildlife Conservation Society and its Conservation Cotton Initiative, please visit www.wcs.org.

For more information on edun Live, please visit www.edun-live.com.

For further details regarding Hard Rock's Signature Series program, please visit www.hardrock.com.

ABOUT Wildlife Conservation Society

The Wildlife Conservation Society (WCS) saves wildlife and wild lands. We do so through careful science, international conservation, education, and the management of the world's largest system of urban wildlife parks, led by the flagship Bronx Zoo. Together, these activities aim to change individual attitudes toward nature and help people imagine wildlife and humans living in sustainable interaction on both a local and a global scale. WCS is committed to this work because we believe it essential to the integrity of life on earth. To learn more about WCS, visit http://www.wcs.org/.

ABOUT EDUN

EDUN is a socially conscious clothing company launched in Spring 2005 by Ali Hewson and Bono. The company's mission is to create beautiful clothing, while fostering sustainable employment in developing areas of the world, in particular Africa. In 2005, EDUN launched the edun LIVE brand of blank t- shirts. The edun LIVE range enables EDUN to drive further trade into Africa through high-volume sales direct to the wholesale market. The tees are 100% African produced, from the fields where the cotton is picked, to the factory where the final sewing occurs. http://www.edunonline.com/

EDUN is a full fashion collection for men and women, including tops, bottoms, denim, dresses, jackets, knits and sweaters with prices ranging from $50 - $400. The line is sold in leading department and specialty stores worldwide. The edun LIVE range is a business-to-business initiative, available online at http://www.edun-live.com/.

About Hard Rock International

With 122 high-energy Hard Rock Cafes and nine Hotels/Casinos in 47 countries, Hard Rock International is one of the world's most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the world's greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are located in Las Vegas, Biloxi, Orlando, Chicago, San Diego, Pattaya and Bali. Additional hotel and casino projects have been announced in Macau and Penang, both scheduled to open in 2009; Palm Springs, Atlanta and Panama, scheduled to open in 2010; and Dubai, scheduled to open in 2011. Hard Rock International, Inc. is owned by Seminole Hard Rock Entertainment, Inc. For more information on Hard Rock, visit www.hardrock.com.

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Photo: NewsCom:

http://www.newscom.com/cgi-bin/prnh/20080102/NYW013
PRN Photo Desk, photodesk@prnewswire.com
Source: Hard Rock International

CONTACT: Brian Siemienas of Hard Rock International, +1-407-445-7625,
Meredith Miesieski of Coyne PR for Hard Rock International, +1-973-316-1665

Web site:

http://www.hardrock.com/
http://www.edunonline.com/
http://www.edun-live.com/
http://www.wcs.org/

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