In January 2012, DIESEL founder Renzo Rosso and EDUN founders Ali Hewson and Bono travelled to Uganda and Mali, where they shared their love of the continent and toured each other’s programs: DIESEL’s Only The Brave Foundation project in Dioro, Mali and EDUN’s Conservation Cotton Initiative (CCI) in Uganda. The experience encouraged them to join forces to further apparel trade and development in Africa under the name DIESEL+EDUN.
This Spring marks the launch of a collaboration that goes beyond fashion: DlESEL+EDUN present a denim collection born in Africa and worn by a new generation of creative talents. Inspired by African creativity, the collection is manufactured in Africa with the finest CCI cotton from Uganda.
The DIESEL+EDUN collaboration will engage a global audience with the passion of its founders to raise awareness of the creative opportunities in Africa and build sustainable trade with the continent through fashion – a global loudspeaker for the new African economic and creative paradigm.
Using raw, untreated denim, the DIESEL+EDUN collection was built around a reinterpretation of the four-pocket jean of the 1970s popular on the streets of South Africa. Malian textile prints are echoed in the denim lining and across the jersey pieces in the collection. Embroidery details reference traditional Zulu weaving patterns, while the dresses feature Kenyan metalwork. Running through the collection are four original symbols designed to reflect the heart of the DIESEL+EDUN collection.
To bring the spirit of the collection to life, Diesel+EDUN developed the concept of Studio Africa – a virtual loudspeaker for a new generation of creative talents from across the continent. The campaign, features nine artists in fashion, film, music, literature and photography. They are individuals with both talent and a deep commitment to their respective countries and people.
The collection is now available online exclusively until March 10th and available in stores on March 11th. www.diesel.com