It was February 1991 when Nelson Mandela was released from Robben Island after serving a hefty 27 year prison sentence during apartheid South Africa. Since his release he has gained recognition as the face of South Africa and is seen as a force of good worldwide. He has been President, set up not-for profit organisation 46664 and written international bestseller, A Long Walk to Freedom.
Despite all of this it was still a surprise to find that his organisation 46664 (the prison number given to Mandela when he was sentenced to life imprisonment in 1964) had partnered with clothing and textile manufacturer Seardel to create a South African clothing line; aptly named 46664 Fashion. It is a unique company conceived in Africa. The aim of the company is to sustain the organisations that work to promote Nelson Mandela’s humanitarian legacy in Africa and the world.
A modern contemporary clothing collection that features brightly coloured menswear and womenswear all bearing the 46664 motif. Among some of the menswear items are Jeans, shirts, belts and jerseys. Whilst womenswear features wrap dresses, skirts and blouses for any fashionista to add to her wardrobe. Admirers of the brand need not wait months for new products to be added to the line either as new additions are expected to be added to the range every month.
Images courtesy of http://www.46664fashion.com/Press and
The brand gets brownie points too for it’s ethical outlook with most items being manufactured locally in South Africa (60%). The remainder of products are sourced internationally, however, it is a goal of the organisation to ensure that all products in the future are manufactured locally. A percentage of sales revenue will be used to further humanitarian projects, true to the legacy of the man himself. There is also a bangle collection aligned with the business that you can purchase. The charity business model was designed to generate funds for the cause of HIV and AIDS and this 46664 Bangle initiative was launched in June 2008 at the 46664 concert in London in celebration of Nelson Mandela’s 90th birthday. You can purchase these from:
With the international launch set for 2012, we hope to see big and bright things coming from South Africa’s first global brand.
The line launched at well known South African department store Stuttaford’s in Sandton City and will be available in a total of 15 Stuttaford’s nationwide. There are also plans for a standalone store to be ready in November.
To follow up check out www.46664fashion.com
Author: Remi Apata-Omisore