DIESEL | Bono and Ali Hewson’s New Project with DIESEL + EDUN

DIESEL

DIESEL's Renzo Rosso and U2's Bono Announce New Project

DIESEL + EDUN: Creating a Sustainable Business Model in Africa

Renzo Rosso, founder of DIESEL, along with Bono, the globally acclaimed frontman of rock band U2, and his wife Ali Hewson, founder of the fashion brand EDUN, have announced "DIESEL + EDUN," a collaboration that transcends the conventional boundaries of fashion.

Text by Morito IWANAGA (OPENERS)

100% Made in Africa Denim Collection to be Distributed Worldwide

DIESEL and EDUN had been pursuing their respective projects on the eastern and western sides of the African continent. After visiting each other's facilities, the two parties found common ground, leading to the launch of "DIESEL + EDUN." The project's broad outline was recently unveiled at the "International Herald Tribune Luxury Conference 2012" held in Rome.

"DIESEL + EDUN" is a Made in Africa denim collection inspired by the creative spirit of Africa. The collection features premium cotton sourced from Uganda. By managing everything from raw material procurement to manufacturing within Africa, this project aims to establish a sustainable business model.

The full collection is slated for release in Spring 2013. We anticipate this initiative will bring fresh excitement and positive change to the entire fashion industry.