U2 frontman launches Red brand at World Economic Forum
Gap, Giorgio Armani, American Express and Converse are joining forces with U2 frontman Bono to sell products under a brand called Red, which will dedicate some of its profits to the fight against HIV and Aids.

The venture, scheduled to be announced today at the World Economic Forum in Davos, Switzerland, will include an AmexCo credit card, a new line of Gap vintage-style T-shirts, Converse sports shoes made with African mud-cloth, and Emporio sunglasses embossed with a Red logo.

Red will be publicised mainly through word of mouth and PR campaigns, and aims to tap in to the growing trend for products aimed at 'conscience consumers'. Red revenue will go towards Global Fund, a public-private partnership that has committed£2.5 billion to health programmes for Aids, tuberculosis and malaria programmes since 2002.