Diesel Unveils its Sustainable Denim Line with Edun


Famed denim label Diesel and ethical fashion brand Edun unveiled their 25-piece capsule collection of sustainable denim at the Gaîté Lyrique theater, Paris, March 3.

The collection, "Deisel+Edun," manufactured in Africa is completely eco-friendly made from Conservative Cotton Initiative (CCI) cotton from Uganda. The collection features denims and dresses that have been embellished with Kenyan metalwork.

Edun's owner, Ali Hewson, spoke excitedly about the collection calling it "thoughtful and sexy."

'"Both ethical and sustainable fashion have come a long way from when we first launched EDUN in 2005. At the time there were very few people doing it with a design focus in mind," quoted Hewson.

Africa has come into the fashion limelight in recent times with the Africa Fashion Week and Diesel and Edun believe that the resource rich country has much more to offer than what meets the eye.

"With this project we want to show to consumers, and to industry alike, that it is indeed possible to source, produce and generate sustainable trade in Africa," Diesel founder, Renzi Rosso, told Elle UK.

The launch was attended by several celebs like Jessica Alba, Kim Kardashian, Kanye West and Ellen von Unwerth.  Hewson's U2 singer husband Bobo was also present at the launch and even showed his support dressed in Edun pants.

Speaking to WWD, Bono revealed that he didn't have any role in the collection and it was his wife's efforts. "Our marriage would end if I advised Ali on design. Unfortunately, this is not an equal equation; she knows a lot more about music than I know about fashion," he said.

The guests were entertained by Solange Knowles who crooned the number, "Losing You."

Brands are very conscious these days about the kind of impact that their manufacturing process has on the environment and the depleting resources. On March 11, Gucci launched a line of zero-deforestation handbags made from Amazon leather.

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