46664 to launch global fashion brand
9 March 2011
Johannesburg, South Africa: 46664 today announced a licensing agreement with Cape Town-based Seardel Investment Corporation Limited that will see the launch of a 46664 global apparel brand in the second half of 2011.
The announcement by Nelson Mandela’s multi-faceted global campaign was made by 46664 board member, Achmat Dangor, at The Nelson Mandela Foundation in Johannesburg. Joining Dangor was Seardel’s CEO, Stuart Queen and Wayne Bebb, CEO of Brand ID.
Dangor praised the ethical grounding of the agreement. "Anyone in the world can use 46664 as a framework for doing good within their communities," he said.
The 46664 Apparel is the first global apparel brand to emerge from South Africa and is designed to stand alongside the world’s most high-profile wardrobe building brands. The mens and ladieswear inaugural ranges will make their local debut first, with a standalone experiential concept store in the African business hub of Johannesburg in August 2011. This will be followed by elements of the range being made available through selected local independent retail outlets. International distribution is likely to start in 2012 with plans for business partners and a roll-out strategy well underway. In addition, an e-tailer element to a standalone website will allow individuals worldwide to purchase items from the range online.
The launch of the 46664 Apparel is a significant step in 46664’s pursuit of the sustainability needed to take forward the humanitarian legacy, social justice projects and global awareness and prevention campaign, of its founder, Nelson Mandela.
“46664 has evolved to become much more than a global HIV/AIDS awareness and prevention campaign,” commented Dangor. “The work of the organisation encompasses Mr Mandela’s humanitarian legacy as well as confronting and inspiring action to address the broader social injustices in our society. To do this effectively, 46664 needs reliable and sustainable income streams, something we believe the 46664 Apparel can significantly contribute to.”
Added Dangor, “Seardel is South Africa’s biggest clothing and textile manufacturer, and is passionately committed to the long-term sustainability of its industry. This makes for a strong partner in this exciting new step for 46664.”
Dangor confirmed that the finalising of the licensing agreement between Seardel and 46664 came after a robust process of board level scrutiny of its terms and conditions as well as an unwavering commitment by Seardel to guard against the commercialisation of Mr Mandela’s name. He added that, alongside increasing 46664’s financial sustainability, the 46664 Apparel will allow individuals globally to heed the call Mr Mandela made at the 2008 London 46664 concert for “new hands to lift the burdens”. “Initiatives like Nelson Mandela Day and partnerships that support 46664’s evolved mandate give individuals the opportunity to make good on Mr Mandela’s call, to take it into their hands,” said Dangor.
The contribution of the 46664 Apparel to 46664 will come as a percentage of turnover starting at 7% and ending at 9% of annual turnover.
Commenting on Seardel’s relationship with 46664, CEO Stuart Queen said the company was “very happy to be associated with a globally recognised and meaningful brand like 46664”. “This partnership is very much about creating globally benchmarked apparel that is unmistakably rooted in South Africa and that appeals to consumers around the world. Part of our commitment is to have a positive impact on the clothing and textile industry.
“We are very mindful of the responsibility we have to balance the commercial aspect of the range with the needs and vision of 46664,” added Queen.
In creating the 46664 Apparel, Seardel has charged its newly formed division, Brand ID, to ensure the integrity of 46664 filters across the entire range.
“The emphasis of the 46664 Apparel is on creating a global fashion brand that can stand alongside international apparel brands,” said Brand ID’s Wayne Bebb. “The mens and ladieswear ranges are both built around wardrobe building with different tiers of accessibility in terms of our pricing structure. Our fulltime design team has created a worldclass ladies and menswear range that has some great design elements that speak of Africa and 46664 in an innovative, unique way.”
Although the full launch range will be revealed in August, a dedicated design team at Brand ID has created a fashion-forward, yet truly wearable range that will find admirers across a broad section of individuals. The 46664 Apparel range stands out for its many unique design twists, which help underscore a subtle, yet very exciting connection to 46664. In addition, guest designers – both national and international – will create specific items for the 46664 Apparel.
"The legacy of Nelson Mandela is powerful enough to stand on its own," Dangor concluded. "You can change the world and your community one step at a time. Wearing [the 46664 brand] is part of a movement for good."