I have been yearning for a fashion brand to feature the world’s most innovative thinkers in a sort of ‘smart is the new black’ campaign. As Mrs. Obama demonstrates time and again, being respected and successful does not mean having to sacrifice style. That said, the stakes are rising with regard to what is considered “the whole package” (often including talent, achievement, and some variety of universal appeal) and its ubiquity at the top of the ladder. It’s almost like American values, the remix.

Of course, in my adolescent advertising scheme, people like Ivanka Trump, Queen Rania and Anna Wintour would be ideal front-runners to symbolize such a virtuous campaign. But in a brilliant and fashionably antithetic intercept, Edun presented its all-male campaign comprised of aspirational icons – particularly those who are influencing social change. To say that they one-upped me in a way that only the brand’s philanthropic cofounders, Bono and wife Ali Hewson, could manage, almost seems redundant here. Therefore, I am gladly co-signing on their idea.

The Pioneer Project borrows from the style of 12 quickly recognizable men – artists, actors, activists, entrepreneurs – to represent a viral campaign that will bring awareness to a cause of each of the pioneers’ choice. Every day, Edun will sell an item of clothing worn by one of the men on its website and a percentage of the proceeds will benefit charity.

A rundown of the Pioneers: TOMS founder Blake Mycoskie; Neil Blumenthal and Dave Gilboa of Warby Parker; jewelry designer and actor Waris Ahluwalia; TreeHugger founder Graham Hill; Red Rooster owner Marcus Samuelsson; founder of Falling Whistles, Sean Carasso; runner and artist Jonathan Prince; Pencils of Promise founder Adam Braun; actor Jeffery Azize; Surfrider Foundation founder Jim Moriarty; and filmmaker Aaron Rose.