Diesel x Edun Spring Summer 2013

We witness the launch of a collaboration that goes beyond fashion: DIESEL+EDUN present a denim collection born in Africa and worn by a new generation of creative talents. Inspired by African creativity, the collection is manufactured in Africa with the finest CCI cotton from Uganda. Studio Africa is a virtual loudspeaker for a new generation of creative talent from across the continent. 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. Credits: Print Campaign: MAD Agency London Creative Director Jefferson Hack Photographer Alasdair McLellan. Film: Creative Ad Agency: Vice Director: Sean Metelerkamp - His Reel Producer: Filipa Domingues Art Director: Latisha Duarte Song: Ndekha by The Very Best & Moroka