The annual Coachella festival in the southern Californian desert got off to a great start last weekend. Bono was there, but instead of listening to the music he headed to an event to promote a new partnership for Edun, the African-conscious clothing brand he created with his wife Ali Hewson several years back.
Edun is teaming with international fashion house Diesel to create a new denim collection called DIESEL+EDUN. It will feature 25 pieces, all of which were entirely sourced and created in Africa, a proud Ali reports.
"Consumers want it, they want to know what's going on behind their clothes," Hewson told Rolling Stone. "They want to know what the story is, and they're asking the questions. It's really important that everybody feels what they buy has a good story behind it. And that's what we're trying to do."
The new partnership was celebrated at a Coachella party which attracted a host of celebs, including singer John Legend, Twilight hunk Kellan Lutz, Beyonce’s sister Solange and P. Diddy. Bono even hopped on stage for a brief set with a South African band, and the U2 star admitted he was missing the buzz of the Coachella fest itself.
"I was reminded as we arrived here just how magnetic and magic the landscape," he told Rolling Stone. "And it was very difficult, I'll be honest with you, as a lead-singer type to drive by the festival – I just felt like I'd missed something very special, but I missed something very special to be a part of something extremely special."
Bono hightailed it out of the desert to hit another hotspot, Las Vegas, on Saturday night, where he sang at legendary producer Quincy Jones’s 80th birthday party. Then it was back to the East Coast on Sunday for the Broadway premiere of the new show Motown: The Musical.
Of course, Bono’s show Spider-Man: Turn Off the Dark is still playing to big audiences on Broadway, despite being written off as dead before it premiered nearly two years ago.