Edun + Diesel launch African denim

Environmental consciousness lies at the heart of the Edun label, founded by Bono's spouse,

Ali Hewson.

The company, which counts Diesel founder Renzo Rosso as a partner, has announced it will launch an ethically produced denim line made entirely in Africa.

The new jeans collection will be produced under the label Edun+Diesel and sold in Diesel outlets across the globe.

The project was presented at the International Herald Tribune Luxury Conference 2012 held in Rome.

The trio stated that the first jeans will be ready to hit the shelves by February.

“When we first spoke about it, I thought oh no, another solidarity project. Instead, this is business,” said Bono at the conference.