Diesel+Edun — A Denim Collection Born in Africa
By Samuel Trotman

Diesel + Edun present a collaboration that goes beyond fashion.

Mar 04, 2013
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Diesel + Edun prepare for the launch of their capsule collection of fair-trade denims (entirely sourced and produced in Africa) with their Studio Africa concept: a creative hub following the inspirational prowess of nine young African talents.

In November last year, Diesel announced their exciting collaboration between eco fashion brand Edun (created by Bono and his wife Ali Hewson) for a new fair-trade denim collection. The partnership was born in January 2012 when Diesel founder Renzo Rosso and Edun founders traveled to Uganda and Maili, where they shared their love of the continent and toured each others programs — Diesel’s Only The Brave Foundation in Dioro, Mali and Edun’s Conservative Cotton Initiative (CCI) in Uganda. The experience encouraged them to join forces to create a collection that has never been done before: a denim line entirely sourced and produced in Africa and distributed worldwide under the name DIESEL + EDUN. Their mission is simple: “Raise awareness of the creative opportunities in Africa and build sustainable trade with the African continent through fashion.”

With the launch of the S/S 13 program just hitting stores worldwide (February 27), they begin to roll out there multi-media campaign concept, Studio Africa, where they have teamed up with a selection of contemporary African rising stars in film, music, poetry and fashion to front the debut collection. The collaboration features nine artists from across the continent with both talent and a deep commitment to their respective countries and people. (Read more on them here.)

For the next three weeks they will be celebrating this African creativity with a range of inspiring and forward-thinking events across London, Paris, Amsterdam, and Berlin. Included within the schedule is a party in collaboration with Boiler Room, a digital art exhibition See-Saw with the brilliant Margot Bowman, in association with Dazed Digital; the Diesel’s pop-up store, Diesel Village will also play host to African art and music as well as a pop-up restaurant from Zoe’s Ghana Kitchen. Additionally, bringing the collection to life, they have also launched the Studio Africa Tumblr, which acts as a virtual loudspeaker for the campaign.

Inspired by the African creative spirit, the capsule collection was built around a reinterpretation of a four-pocket jean that was popular on the streets of South Africa during the 1970s. The range is produced from raw, untreated denim in both natural indigo and unbleached colorways and includes a biker-inspired denim jacket, two four-pocket jean shorts, as well as a range of complimentary jersey T-shirts. Each of the items features a number of design details like Malian textile prints in the denim lining, embroidery details that reference traditional Zulu weaving patterns, as well as Kenyan metalwork. Four original symbols have also been designed to reflect the heart of the collection and are featured as subtle highlights on each of the garments.

To view the full collection, head to the Diesel + Edun webstore; for a full listing of the events taking place in March, visit Diesel Planet.

  • I must say that it is an interesting and valuable about the fashion industry of South Africa. I must say that it is a great step to promote the culture of Africa.

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