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Diesel & Edun to launch 'Made-in-Africa' denim collection
Nov '12
Italian fashion brand Diesel has joined forces with global fashion brand Edun to launch a denim collection ‘Diesel+Edun’. 
Sourcing and manufacturing of the collection would be entirely undertaken in Africa, with cotton from Uganda, Renzo Rosso, founder of Diesel and Ali Hewson and Bono, founders of Edun said while making the announcement regarding the new launch.
In January 2012, founders of Diesel and Edun visited East and West Africa to attend each other’s programs, namely Edun’s Conservation Cotton Initiative (CCI) in northern Uganda and Diesel’s Only The Brave Foundation project in Dioro, Mali. It was then that they got the idea of creating a jointly-designed, co-branded collection.
Following the announcement, a 25-piece denim collection inspired by African creativity and co-designed by Diesel+Edun would be launched in Spring 2013. Malian textile prints in lining and embroidery details characterizing Africa’s traditional Zulu patterns would be the main feature of the collection.
The two companies would also launch a special campaign to promote the new collection slated to hit markets early next year.
Ms. Hewson said as she and Bono chose to visit Africa to visit the cotton farming program in Northern Uganda and the Millennium Village in Mali, the visit has resulted in a collaboration for creating a finely designed line of 100 percent Made-in-Africa apparels, using Uganda’s finest cotton.
Mr. Rosso said Diesel’s proficiency and outreach will be mingled with Edun’s experience in African trade to make denims completely sourced and Made-in-Africa, which would be sold across the globe. It is for the first time that any company has chosen 100 percent sourcing and manufacturing in Africa.
Through their initiative, they would like to set example for their industry counterparts and people-at-large that it is actually possible to source, manufacture and have viable trade in Africa, he added.

Fibre2fashion News Desk - India

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