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46664′ BRAND HITS THE STREET

Features colourful clothing that boasts Schwe Schwe print men’s shirts, men’s jeans, chinos and ladies’ clothing.

SOUTH Africa’s unique apparel brand – 46664 – has made its long-awaited debut.

The 46664 range was launched at Stuttafords in Sandton, Johannesburg, on Wednesday amid much excitement.

The 46664 line, named after Nelson Mandela’s inmate number while he was imprisoned on Robben Island, features colourful clothing that boasts Schwe Schwe print men’s shirts, men’s jeans, chinos and ladies’ clothing.

The launch was attended by fashion designers, Nelson Mandela Foundation representatives including Tokyo Sexwale, Stuttafords executives and the media.

Fashionistas praised the label’s apparel for its colourfulness and high quality.

Lucille Booysen, fashion doyenne and convener of SA Fashion Week, said: “People are not going to love the line only because of philanthropy and what it stands for, they will like it because it is desirable and pleasing to the eye.

“Though it is youthful, there is something for everyone. It is honest, happy and the colours will make wearers look good on the outside and feel good inside.”

Fashion designer David Tlale, who is billed to partner with the line, said the 46664 apparel was a great concept that he was proud to be part of. He said he was especially pleased that the concept was going to encompass designers from around the world.

“It is an honour to be part of an initiative like this. It will take South African fashion to another level.”

Wayne Bebb, CEO of Brand ID, the division of Seardel responsible for development, production, marketing and distribution of 46664 apparel, said his company was thrilled.

The 46664 apparel range will make its debut in 15 Stuttafords stores and 70 other independent retail outlets. Proceeds from sales will be used to sustain 46664 and the initiatives it supports.

The line will feature at the SA Fashion Week Winter Collections at Crowne Plaza Hotel in Rosebank, Johannesburg, on September 25.

Source: Sowetan – Zenoyise Madikwa