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 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.
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.
Explore the photo gallery from the trip to Africa that inspired the collaboration between DIESEL and EDUN. Visit the cotton farms in Uganda with Ali, Bono and Renzo where the collection was born.
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; individuals with both talent and a deep commitment to their respective countries and people.
Discover the new hub for Africa’s creative community. Curated and edited by OKAY AFRICA alongside Africa’s most creative, STUDIO AFRICA hosts inspirational, forward thinking creative work originating in or inspired by Africa. Discover the contributors below.
Meet the catwalk model running a foundation for the education of orphaned girls in Tanzania; the actor creating opportunities for Senegal’s talibé beggar children; the fashion designer building an industry in Côte d’Ivoire one skilled worker at a time; the musician drawing on Belgian and Congolese roots to challenge what it means to make African music today; the writer from Morocco breaking taboos as the first openly gay author in the Arab world; and the photography collective showing their hometown of Soweto, South Africa in a whole new light. Step inside Studio Africa to find out how the cast members are redefining the future on their own terms.
I See A Different You are a trio of photographers from Soweto, South Africa with an eye for style and ambition to show their continent in a whole new light.