46664 clothing brand announced – a photo essay

9 March 2011

The Nelson Mandela Foundation auditorium was buzzing today as members of the media, fashion fundis and 46664 representatives gathered for the announcement of the soon-to-be-launched 46664 clothing brand.

Speaking at the event, 46664 board member Achmat Dangor encouraged people to buy the new clothing line.“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,” he said. “You will also be empowering young people in communities out there and creating a platform for global change.”

The press conference was chaired by 46664’s Ruth Rensburg. The panel included Dangor, the CEO of Brand ID, Wayne Bebb and Seardel’s CEO, Stuart Queen.

Bebb said there are a number of aspects that make the 46664 range a unique one. “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 African but can hold its own internationally.”

The men’s range includes 46664 golf shirts which are perfect for smart-casual days at the office and on weekends.

The denim jeans, t-shirt, shirt and hat are smart-casual with a touch of class.

The design detail of the range represents the legacy of Nelson Mandela without using his name or image.

 
Shwe-shwe  material has been used on some of the shirts to reflect African authenticity with a global twist, as well as on clothing embellishments.
 
 
For the ladieswear, designers opted for styles that are in fashion, as well as classical styles with local and international appeal. 
 
 
One of the outstanding things about the range is the use of colour.
 
 
The menswear shirts, blazers and chinos are trendy but not too “out there”. This look is good for the office and it can also be made to look casual without the tie and blazer.
 
The official launch of the range will be done in August this year, with a store in Joburg and other retail stores around the country. Stuttafords has become a key retailer, and an online shop will provide access for a broader market.
 
Keep watching this space for more information about the 46664 clothing range and remember, “It’s in our hands.”