We Love: Diesel & Edun
By Samuel Trotman

We came across this awesome set of photos taken during the filming of Spoek Mathambo’s latest video “Awufuni” in association with Diesel+EDUN and Studio Africa.

Aug 15, 2013
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We came across this awesome set of photos on Diesel’s facebook page, taken during the filming of Spoek Mathambo’s latest video “Awufuni” in association with Diesel+EDUN and Studio Africa.

For those of you not familiar with the Diesel x Edun collaboration, this is the second season of the exciting and ethical fashion venture started back in January 2012 by Diesel founder Renzo Rosso and EDUN founders Ali Hewson and Bono.

The two companies have a shared love of Africa 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.

Their next venture is called Studio Africa and is a development of the Spring 2013  Diesel+EDUN range. Studio Africa is intended as 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 – individuals with both talent and a deep commitment to their respective countries and people. For instance, a catwalk model running a foundation for the education of orphaned girls in Tanzania, an actor creating opportunities for Senegal’s talibé beggar children, a fashion designer building an industry in Côte d’Ivoire, a photography collective showing their hometown of Soweto, South Africa in a whole new light, and the list goes on…

These latest images are of Spoek Mathambo, an amazing and vibrant band from South Africa that pays homage to Izintombi Zesi Manje Manje, a female group that took Africa by storm in the late 1960s.

Using raw, untreated denim, the 25-piece collection co-designed by Diesel+EDUN was built around a reinterpretation of the four-pocket jean of the `70s popular on South African streets. 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.


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