The U2 star's Red label will be selling sunglasses, T-shirts and other items -- with labels such as Armani and Gap lending a hand -- with proceeds going to research and relief. He also hopes to offer a "Red" American Express; credit-card reward points will go to charity.
Measuring the success of any charitable effort is always difficult. But Jolie may have made her biggest difference by adopting orphaned children -- son Maddox from Cambodia in 2002, and daughter Zahara from Ethiopia in 2005.
Since Zahara's adoption in June, international adoption agencies say the number of inquiries about Ethiopian babies have doubled, though the highest adoption numbers remain in China, Russia and Guatemala.
"Anyone similar to Ms. Jolie in celebrity status does bring increased media attention, and does increase interest for other parents to come forward and help these children," Sarah Mraz, director of child programs at Wide Horizons for Children, a private, nonprofit adoption and child welfare agency, told Reuters.
Here are some of Jolie's efforts, both as a U.N. goodwill ambassador and a private citizen:
April 16, 2001 -- Jolie helps raise money for a school in Angkor Wat, the Cambodian city where portions of "Lara Croft: Tomb Raider" were shot. The $85 million action film was a major boost for the city, which is famous for its temples. The last Hollywood film shot there was Peter O'Toole's "Lord Jim" in 1965.
Aug. 28, 2001 -- Shortly before the Sept. 11 attacks, Jolie visits Pakistan and speaks of the horrors Afghan refugees suffer under the Taliban. A few weeks later, she donates $1 million to U.N. relief efforts there, and receives a public commendation from Afghanistan High Commissioner Rudd Lubbers.
November 2001 -- Jolie and ex-husband Billy Bob Thornton visit U.N. projects on the Thai-Cambodian border, where thousands of refugees have been living since the end of the war in Cambodia in 1998.
Sept. 16, 2002 -- Jolie donates $100,000 to U.N. aid agencies in Africa to provide relief for refugees who have been living in a camp since Morocco annexed the Western Sahara in 1975.
Nov. 26, 2002 -- Jolie purchases land in Cambodia with the intention of building a home there. She said she had to have her land "de-mined."
Jan. 3, 2003 -- Jolie visits Kosovo on behalf of the United Nations and speaks of the ravages of war. She says that she's shocked by the living conditions, though the fighting has ceased.
April 14, 2003 -- Pledging to pay $5 million over the next 15 years, Jolie helps launch a wildlife sanctuary in an area of Cambodia once controlled by the Khmer Rouge. She tells reporters she's already paid $350,000 to set up the 50,000-acre protected area.
April 17, 2003 -- Jolie visits Sri Lanka and listens to a group of 500 orphaned girls speak of devastation to their war-torn country. She donates $10,000 to a hospital for a pediatric ward and calls on the international community to put pressure on warring factions to forge a peace treaty in that country.
April 30, 2003 -- Fearing that the war in Iraq will distract attention from humanitarian needs elsewhere, Jolie donates $30,000 to African refugees to feed children under 5 years old and pay for agricultural supplies.
Oct. 21, 2003 -- Shortly before the release of "Beyond Borders," the $16-million-a-movie star vows to give one-third of her earnings to charity.