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46664 FASHION BRAND TO BE LAUNCHED IN THE US ON MANDELA DAY

46664 Fashion’s promise to be a global brand, firmly rooted in Africa, is becoming a reality in 2012 with the announcement and signing of the brand’s first international partnership.

The exclusive sublicense for the United States and Canada has been secured by Dallas-based Company B US Inc. from Brand ID, a division of Seardel that is 46664 Fashion’s brand custodian and the master license holder in terms of an agreement with 46664 (South Africa) that was first unveiled early in 2011.

The rollout of 46664 Fashion in North America will begin with the launch of the brand on Mandela Day – July 18th.

Initially the first ranges from 46664 Fashion’s men’s wear, women’s wear and children’s wear will be available in North America via an online retail platform but 46664 Fashion is expected to be in retail stores in time for the holiday season and early 2013.

Wayne Bebb, CEO of Brand ID, describes the response to 46664 Fashion internationally as exceptionally positive.

The North American roll-out will be followed by partnerships that will see the brand launched in several more international territories around the world during 2012 and 2013, including several on the African continent, he says.

In keeping with 46664’s commitment to social upliftment in communities on a broad-scale, he pledged that the 46664 Fashion’s roll-out will benefit a number of community projects.

“As the global custodian of the 46664 Fashion brand, we are excited to have started the journey of the promise we made to create the first global fashion brand that originates right here in South Africa,” states Bebb.

“We have been overwhelmed by the positive response to the exceptional product and a brand concept that has a continued core ethic to support the projects of Nelson Mandela through 46664 (South Africa).

“Our several partners around the globe who will oversee the brand launching around the world during 2012 and early 2013, remain as committed as we are to the integrity of the brand and our responsibility to 46664 (South Africa).”

•The first major beneficiary of funds raised by 46664 Fashion will be the Mandela Day Library Project 2012.
Funds raised since the brand’s launch into South African retail in August last year will fund three container libraries in the Eastern Cape, KwaZulu-Natal and the Western Cape. These will play a role in promoting literacy and encouraging reading in disadvantaged schools in South Africa as part of a project started in 2011 when the Nelson Mandela Centre of Memory worked with Breadline Africa and Soul City to provide nine containers converted into libraries in disadvantaged primary schools.

Source: The Sowetan