NewsNorth AfricaFashion - Denim and co: Diesel and Edun on African trade, not aid


Posted on Wednesday, 10 July 2013 11:02

Fashion - Denim and co: Diesel and Edun on African trade, not aid

By The Africa Report

Diesel and Edun launch an African label and a creative platform.


International fashion label Diesel, led by its founder, Renzo Russo, has come together with Edun, an eco-brand founded by Bono and his wife Ali Hewson, to produce a new line, Diesel+Edun.

The project was born after the partners toured their respective projects in Africa - Diesel's Only The Brave Foundation project in Dioro, Mali and EDUN's Conservation Cotton Initiative (CCI) in Uganda.

The new partners argue that the Diesel+Edun collaboration is about sustainable trade and creative opportunity in Africa and not about aid.

French luxury conglomerate, LVMH (Moët Hennessy • Louis Vuitton) owns a substantial share of Edun, which is currently working in a host of African countries including Morocco, Madagascar, Tunisia, Kenya and Uganda.

The Diesel+Edun range is a 25-piece denim collection inspired by African textile prints and made from raw, untreated denim.

The line's features combine Kenyan metalwork, Malian textile prints in the lining and embroidery details that reference traditional Zulu weaving patterns.

The collection, based on a reinterpretation of a South African trend (the four-pocket jeans) in the 1970s, was launched on 4 March. All pieces are produced in Africa using Ugandan cotton.

The brands also launched Studio Africa, an online platform promoting Africa's creative industries.

A number of musicians, photographers, models, actors and designers have joined the project to champion the partnership.

Brand ambassadors include South African musician Yannick Ilunga (pictured), Congolese rapper Baloji, and Zimbabwean designer and stylist Tanya Mushayi. ●

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