Diesel partners Edun on a Denim Collection “Born in Africa”

On Friday, November 16, EDUN founders Ali Hewson and Bono took the stage at the IHT Luxury Conference: The Promise of Africa in Rome to discuss sustainability and fashion with Suzy Menkes. What began as a real insight into the birth of EDUN and its commitment to Africa became a special announcement of a love affair between EDUN and Diesel that will see a collaboration of a denim collection from Africa hit stores in Spring 2013.

image source: edun.com

Bono is known for his macro-level charitable work in Africa, but when he and Ali Hewson launched EDUN in 2005, it was to learn how to do business with Africa. “If the continent could return to the place it has in the apparel sector, it would dwarf all the aid we were raising,” Bono said.

Suzy Menkes raised the question of whether big corporate brands are beginning to embrace the idea that good cause could translate to good business. Ali Hewson pointed out that LVMH have been very supportive of EDUN because “they understand that consumers want value and meaning.” But luxury is evolving. “Meaning at this point, is a luxury, although we feel it should be a standard.” Hewson said.

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 was the catalyst for them to join forces to further apparel trade and development in Africa with a co-branded, co-designed collection.