by Yemi Olowu
The Nelson Mandela Foundation recently revealed plans to launch an international fashion line named ‘46664 apparel’, from which proceeds will solely go to charities run by the foundation. The brand name 46664 (four, double six, six four) takes its name from the prison number (prisoner number 466 of 1964) given to Mr Mandela when he was incarcerated for life on Robben Island, off Cape Town, South Africa. 46664 apparel will launch in South Africa in August 2011 and will be available in the international market by 2012.
Speaking at the announcement of the 46664 clothing brand on 9th March, 2011, board member Achmat Dangor said, “When you buy a 46664 shirt, you are not just buying apparel, you are investing in a process that will help spread the legacy of Nelson Mandela by supporting the long-term sustainability 46664. You will also be empowering young people in communities out there and creating a platform for global change.”
CEO of Brand ID, Wayne Bebb, a member of the panel who chaired the press conference spoke on the apparel’s uniqueness, saying: “It is the only global brand that has a direct association with an organisation like 46664. The range allows customers to look and feel good. It redefines fashion and it is the first brand that originates in South Africa but can hold its own internationally.”
The line will consist of colourful, ready-to-wear male and female apparel with local and international appeal, and will be officially launched at a store in Joburg – with South African clothing store, Stuttafords, as key retailer – as well as an online shop.