Change doesn't happen overnight. But it does happen. The Conservation Cotton Initiative launched by The Wildlife Conservation Society is proof. In close collaboration with EDUN, the socially conscious clothing company founded by Ali Hewson and Bono, the CCI aims to improve the livelihoods of African farmers and to protect wildlife habitats through products manufactured from cotton grown and sewn in Africa.

In support of their efforts, Hard Rock is launching the Signature Series 25 T-shirt featured on shirts by edun LIVE, the recently launched sub-brand of EDUN. Tagged with the inspirational phrase "Fish Can Fly" and featuring an image by Bono, the production of the shirt helps create and sustain jobs in sub-Saharan Africa. Fifteen percent of the purchase proceeds will go to the Wildlife Conservation Society and the Conservation Cotton Initiative. Fish Can Fly is more than just a phrase on a t-shirt. It's the message that tomorrow can be better than today. And that change is happening right before our eyes.

The Signature Series T-shirt line started in 1990 as a means for musicians and artists to benefit charities of their choosing. Since its inception, sales from the innovative series have raised more than $6 million for a wide variety of causes.

The Wildlife Conservation Society saves wildlife and wild lands through careful science, international conservation, education, and the management of the world's largest system of urban wildlife parks. They established the Conservation Cotton Initiative to help African farmers shift from environmentally destructive cotton-growing techniques to pesticide-free, organic cultivation while protecting wildlife habitats. Find out more at www.wcs.org.

EDUN is a socially conscious fashion company launched in Spring 2005 by Ali Hewson and Bono with the mission to create beautiful clothing, while fostering sustainable employment in developing areas of the world, in particular Africa. EDUN recently introduced the edun LIVE brand of blank t-shirts. The edun LIVE range enables EDUN to drive further trade into Africa through high-volume sales of 100% African made t-shirts direct to the wholesale market. For more information, please go to www.edunonline.com and www.edun-live.com.