Diesel + Edun Studio Africa Spring/Summer 2013 Campaign

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The Diesel + Edun collaboration combines social mission with a swing in fashion’s focus on African fashion. According to Diesel’s website, “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.”

The collaboration seeks to engage a global audience to raise awareness of the creative opportunities in Africa and to build a sustainable trade system within the content through fashion.

DIESEL founder Renzo Rosso and EDUN founders Ali Hewson and Bono travelled to Uganda and Mali in 2012, 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 pushed them to join forces and further develop what we’re witnessing now as a remarkable collaboration that is furthering apparel trade in Africa.

Shop the entire collection here and catch a glimpse of what the two brands were able to produce.




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