U2 frontman Bono, renowned for his advocacy for people with AIDS and the poor, has turned to an usual avenue to raise HIV funds: Retail fashion. A new program announced by Bono in January, called 'Product Red,' will channel some of the profits from sales of Red-branded clothing and accessories by the Gap, Giorgio Armani, Converse footware, and other retailers to the Global Fund to Fight AIDS, Tuberculosis and Malaria. American Express also is participating in the program, and introduced a 'Red Card' in the United Kingdom that donates 1% of all purchases to the Global Fund. 'I'm calling it conscious commerce for people who are awake: people who think about their spending power,' Bono said when unveiling the program.
