Edun Opens First Pop-up In SA

WORDS Amelia Brown VIDEO The Cut

The New York-based ready-to-wear and accessories brand EDUN has collaborated with local apothecary and perfumery house Wild Olive African Artisans to open its first retail pop-up shop on the African continent. 

Until 16 March 2018, a special selection of EDUN ready-to-wear merchandise and handbags will be available alongside Wild Olive’s own organic products at the pop-up located at 29 Pepper Street, Cape Town. The brands previously collaborated on fragranced porcelain candles.

EDUN’s ethically and sustainably focused mission means it is committed to sourcing production and encouraging trade in Africa by building long-term, sustainable growth opportunities with artisans, manufacturers and community-based initiatives. The high-end brand’s design is led by an internal creative collective that mixes a modern designer vision with the richness and positivity of the fast-growing African continent.

Under the leadership of Creative Head and Chief Executive Officer Marioara de la Tara, Wild Olive collaborates with partners with a common goal: to gain recognition for authentic African design and handcrafted products and have “Made in Africa” resonate with reliability and exceptional quality.

EDUN’s Fall 2017 photoseries was shot by local photographer Kristin-Lee Moolman in Nairobi, Kenya, entitled “Karibu” which means “welcome” in Swahili.

In the documentary, also entitled Karibu, by Adriaan Louw, EDUN shows consumers how and why it works with artisans and factories in Kenya. Adriaan spent five days with the EDUN team in Kenya, accompanying them on visits to factories and artisans and documenting their creative process as they shot the fall collection.

“It became clear how genuinely committed EDUN is to building real, lasting partnerships with local artists and craftspeople and to reviving Africa’s textile industry,” Adriaan explained in an interview with The Cut. “I wanted the film to focus on these relationships and show how central they are to what EDUN creates each season. So I used interviews to guide and drive the film’s narrative of respect for Africa and the intimate connection between the EDUN team and people who they work with.”

Watch the video below and follow Wild Olive Artisans on Instagram for news on other exciting collabs.