Meeting Bono 12 Years Ago

The “DIESEL＋EDUN” project, launched this spring, has two main components. One is the launch of a clothing collection bearing the project's name. The other is “STUDIO AFRICA,” a global campaign introducing artists who continue to work for Africa.

In February, Renzo Rosso, founder of DIESEL, visited Tokyo. Rosso, who has led the brand since its inception in 1978, spoke about “DIESEL＋EDUN,” his feelings for Africa, and the challenges of the project.





──When did you first meet Bono and his wife, who are behind the partner brand “EDUN”?

I first met Bono… I think it was about 12 years ago. It was when he was performing in Milan. He had already achieved a great deal as a philanthropist, and we both felt we wanted to do something together. I’ve even been to Bono’s home in Dublin (Ireland).





──Did that trip solidify the decision for this project?

On this trip, we spent time on the farms and shared meals with African families. And I felt that the people on the farms needed a little help. So we decided to launch the “DIESEL＋EDUN” line and produce the raw materials and the clothing in Africa. What people in Africa truly want isn't money, but work. They want to earn their own living and support their families. It’s better to provide ‘fishing gear’ than to give them a ‘fish.’ That way, they can work with pride.”

100% Made in Africa

Regarding “STUDIO AFRICA,” the global campaign introducing artists as part of the “DIESEL＋EDUN” project, we plan to feature an interview with an artist who visited Japan in a separate article.

The clothing collection, also named after the project, focuses on denim. Based on the 1970s four-pocket jeans, it is characterized by a unique style that blends African aesthetics with EDUN’s DNA. While details of the products will be covered in another article, Rosso shared some anecdotes from the production process.

──The denim collection at its core is very DIESEL, isn't it?

Of course, it’s not just denim; there are also T-shirts and dresses… but DIESEL is synonymous with denim. Even in our main DIESEL line, we already produce some denim in Africa, so we have the expertise. This time, we handled the entire process – from the raw cotton and denim fabric to the model production and advertising – in Africa. We wanted it to be 100% African-made, without importing anything from Europe.





──Europe and Africa are geographically close. Is this proximity a factor in your feelings for Africa, Mr. Rosso?

Africa is indeed geographically close to Italy, but the appeal of the African people is even stronger. The countries themselves are young, and 75% of the African continent's population is under 25. While many countries are relatively poor,──Africans are very kind and wonderful people. In our 2001 advertising campaign, we promoted Africa with the intention of showing it as a continent that would become indispensable globally. Since then, I’ve fallen in love with Africa. I want to support Africa and its people. That’s why I started this “DIESEL＋EDUN” project. I want to help them.

──So, what were the challenges with this project?

Well… every stage was difficult (laughs). We had to carefully explain the work, teach the methods, and train the personnel. There were challenges in every process, from weaving the fabric and washing it to sewing. We sent technicians and kept training them. Although we had experience with partial African production, doing 100% of the process in Africa was indeed demanding. But if you are determined, you can overcome anything.





Renzo Rosso, the founder of DIESEL, continues to be at the forefront of new challenges. This interview felt like a glimpse into the journey of a man who has overcome various difficulties with his convictions. Yet, as the photographs suggest, what left a lasting impression was his calm demeanor and gentle tone, as he spoke without making the hardships sound like hardships, maintaining a smile throughout.

This “DIESEL＋EDUN” project, spearheaded by Mr. Rosso, includes the global campaign “STUDIO AFRICA” introducing artists, and a clothing collection. Details of both will be shared in upcoming articles. We hope you will look forward to them.

DIESEL JAPAN
0120-55-1978
www.diesel.co.jp/diesel+edun/