Africa Fashion Guide
A social enterprise promoting sustainability within Africa's fashion and textile industry.


February 26th, 2013

Diesel X Edun “Born in Africa” – African Cotton collection in stores Feb 27th!

Diesel x Edun Studio Africa Born in Africa collection

Diesel and Edun announce the launch of their colab collection “Born in Africa”.

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.

Inspired by the African creative spirit, the collection capsule DIESEL+EDUN completely is made in Africa, from cotton the most end coming from Uganda organisation CCI (Conservation Cotton Initiative), that sets up programs of assistance to small producers. 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.

Diesel X Edun 2013 – African cotton farms

Diesel X Edun 2013 – Renzo Russo, Bono, Ali Hewson with team in Africa

Diesel X Edun 2013 – African cotton

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.

Diesel X Edun 2013

Diesel X Edun 2013

To bring the spirit of the collection to life, DIESEL+EDUN developed the concept of Studio Africa – the new hub for Africa’s creative community and 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. 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 Flaviana Matata the catwalk model running a foundation for the education of orphaned girls in Tanzania; Sy Alassane the actor creating opportunities for Senegal’s talibé beggar children; Laurence Chauvin-Buthaud the fashion designer of Laurence Airlines building an industry in Côte d’Ivoire one skilled worker at a time; the musician drawing, Baloji, on Belgian and Congolese roots to challenge what it means to make African music today; the writer, Abdellah Taïa, from Morocco breaking taboos as the first openly gay author in the Arab world; and I See A Different You 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.

Diesel X Edun 2013

Renzo Rosso and Bono will present the concert of the talents of Africa Express books by Boiler Room:

Jupiter, Baloji, Junior Clementine, Tanya Mushayi, I has Itself Different You, and a good number of surprises! This major event of Paris Fashion Week will be the launch evening of this collection that will unfold itself on Sunday March 3 at the Museum of Numerical Arts the Lyric Gaité in the presence of Renzo Rosso, Bono and Ali Hewson.

The party will begin as early as 22H, with a DJ set warm up inspired of Africa.

This event is part of the African Express Turn, begun to Tokyo and that will follow the road to London and Berlin to finish at the festival Coachella.

The collection will be available in shop from February 27 and we cannot wait!


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