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 menswear, womenswear and childrenswear will be available in North America via an online retail platform but 46664 Fashion is expected to be in retail stores in time for Holiday 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. In keeping with 46664’s commitment to social upliftment in communities on a broad-scale, 46664 Fashion’s rollout 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).”
“We are thrilled and humbled to partner with Brand ID/Seardel and 46664 (South Africa) to further the 46664 Fashion global brand mandate and 46664’s mission here in North America, says Company b CEO Erin Patton. “There is a powerful, historical nexus between our countries and their respective movements toward civil rights and social justice that gives enormous lift to the brand from the outset. Without question, our cultures are inextricably linked to the iconic inspiration and transcendent legacy of Madiba.” Adds Patton, “From a lifestyle perspective, the global arc of 46664 Fashion makes it is as relevant in Atlanta and Toronto as it is in Johannesburg, particularly among progressive, transcultural Millennials and GenX influencers who are catalysts for social change and serve as the hub of culture creation, dictating modern fashion trends. Furthermore, the Hollywood humanitarian community and US music industry have demonstrated long-standing, active support and goodwill toward the 46664 Foundation and it’s global cause initiatives.”
Most importantly, the global expansion of 46664 Fashion will also see an increase in funds flowing into 46664 and the possibility of creating jobs in South Africa’s local manufacturing industries. This means that the brand is also making good on its underpinning intention, which is to provide a sustainable source of income for 46664’s humanitarian work and also have a positive impact on the struggling clothing and textile sectors. “This global growth will lead to an increase in funds to be invested into community social upliftment projects in South Africa and create jobs in our clothing and textile sectors,” affirms Bebb.
“It is also testament to the wonderful skill in design, product and brand innovation that exists right here in South Africa that we can successfully compete in the global fashion arena,” Bebb says of 46664 Fashion which was hailed as having all the hallmarks of a major global apparel brand when debuting at the 2011 SA Fashion Week. 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, Kwa-Zulu 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.
