High-res version
“The DIESEL+EDUN collaboration-
A global loudspeaker for the new African economic and creative paradigm”
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Looking back to 2012, a common hash tag cited on twitter on several events such as Design Africa was #TradeNotAid, a fashionable slogan in its own right adopted decades ago by the United Nations Conference on Trade Development, but one that still sits true to this day, it’s about companies and designers working with Africa, not for it. Which is why I have been excited and inspired by the Diesel+EDUN collaboration.
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Last night was the long awaited Diesel+EDUN collaboration launch party, which was part of a city wide celebration, from Paris to London and Amsterdam to Berlin. The Diesel+EDUN denim collection is born in Africa and inspired by African creativity. Most importantly the collection is sourced and manufactured in Africa with the finest cotton from the continent.
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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. 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.
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Diesel founder Renzo Rosso and EDUN founders Ali Hewson and Bono have joined forces and produced a collaboration that goes far beyond just fashion. The DIESEL+EDUN collaboration aims to 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.
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An in-depth experience trip to Africa last season was the catalyst for them to develop a co-branded, co-designed collection; this project is meant to channel and give visibility to Africa’s incredible creativity – in style, in fabric, in craftsmanship and encourage, as I mentioned above: TRADE and not AID.
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To bring the spirit of the collection to life, DIESEL+EDUN developed the concept of ‘Studio Africa’, described as 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.
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I SEE A DIFFERENT YOU
(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.)
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[Left]
YANNICK ILUNGA
(Petite Noir is the recording name of South Africa’s Yannick Ilunga who is championing a new musical movement)
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[Right]
UVIWE MANGWENI
(Uviwe Mangweni is an endlessly curious photojournalist and copywriter from South Africa documenting hidden stories with sensitivity)
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[Left]
ABDELLAH TAIA
(Abdellah Taïa is the first openly gay Moroccan writer and his celebrated books have been translated into several languages)
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[Right]
FLAVIANA MATATA
(Flaviana Matata is an international catwalk model who runs a foundation for the education of orphaned girls in her home country of Tanzania)
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BALOJI
(Baloji is a fiercely original and acclaimed rapper and producer born in DR Congo and raised in Belgium)
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[Left]
LAURENCE CHAUVIN-BUTHAUD
(Laurence Chauvin-Buthaud is a rising menswear designer providing local workers in her birthplace of Côte d’Ivoire with skills and training)
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[Right]
SY ALASSANE
(Sy Alassane is an actor and model from Senegal who played the lead in 2011’s Sundance Film Festival official selection Restless City)
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TANYA MUSHAYI
(Tanya Mushayi is a talented surface pattern designer, stylist and blogger running her own business in Zimbabwe)
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You can follow OK Africa on Tumblr here
http://www.okayafrica.com/
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To find out more about the collection follow:
Diesel UK - @Diesel_UK
EDUN- @twEdun
STUDIO AFRICA – @Studio_Africa
Okay Africa- @OKAYAFRICA










































