South Africa’s first locally manufactured 46664 clothing line celebrated its first anniversary this week at the Nelson Mandela Foundation headquarters in Houghton, Johannesburg.

The line was named after the prison number of former president Nelson Mandela – a number he wore on his prison clothes during his 27 years of imprisonment on Robben Island.

46664’s unique fashion range made its debut last year at South African Fashion Week and the proceeds from the line go to community projects.

The proceeds went to the Mandela Day Library Project 2012, specifically for three container libraries in Gauteng, KwaZulu-Natal and the Western Cape.

Brand ID CEO Wayne Bebb said the brand is available at Stuttafords stores nationwide from August last year. Brand ID has been overseeing the development and rollout of the 46664 brand.

He said that it has enjoyed a wide reach in sub-Saharan Africa through more than 100 independent retailers.

Bebb attributed the reach to the online fashion store that was opened in November for trading in Botswana, Namibia, Lesotho, Namibia, Swaziland, South Africa and other territories.

“46664 Fashion is in the final stages of three international licensing agreements, due to be signed shortly,” he said.

“These are with brand partners in America, Canada, North Western Europe (covering the Netherlands, Germany, Belgium, Luxembourg, Denmark, Sweden, Norway and Finland), Portugal, South America, Angola and Mozambique.

“Discussions are underway for a rollout into other countries on the African continent and Brand ID is also in discussion with UK and French partners.

“The American and North Western Europe plans will be announced by Brand ID’s partners in those territories on Mandela Day.

“When we started 46664 Fashion, we set out to create a global brand – a brand that originates in South Africa, but that is globally successful.

“Our international deals are testament to the fact that we have done just that.

“We always believed we had a great brand concept and an amazing product offering,” said Bebb.

46664 board member Achmat Dangor said that the 46664 Fashion brand is helping to keep Mandela’s humanitarian legacy alive.

“A year ago, we announced the licensing agreement between 46664 and Seardel/Brand ID that would lead to the creation of a fashion brand capable of raising funds for our projects in an ongoing way.

“We are pleased to say that we are now seeing the results of this commercial partnership, allowing us to forward-plan around social justice projects.

“We are also very pleased to say that the licensing agreement continues to support the integrity of 46664 and a sustainable source of income, which ensures that we have a voice and visibility on an ongoing basis.”

Source: The New Age – zwelakhes@thenewage.co.za


46664 Fashion is rolling out its winter 2012 range and will showcase its summer range later in the year.