46664 – four, double six, six four - was the prison number given to Nelson Mandela when he was imprisoned for life in 1964.
Launched in August 2011, 46664 Fashion includes a range of T-shirts that make arresting visual statements around Mr Nelson Mandela’s humanitarian legacy. The Statement T’s draw iconic inspiration from intimate access by the brand’s design team to archive material housed in the Nelson Mandela Centre of Memory. The Statement T’s in the 2012 Winter 46664 Fashion range, currently in store, include one with a stunning repeated graphic image of Madiba in a boxing stance, symbolising the spirit of perseverance that is so intrinsic to South Africa’s people.
These Tee's also echoes the core inspiration of the 2012 Winter range - Mandela’s passion for boxing – as does “Freedom Gym”, a powerful Statement T that speaks to the need for individuals to remain active in the fight against injustices. The rest of the range includes superb graphic renditions of key aspects of Mr Mandela’s humanitarian legacy including “Dignity”, “Democracy”, ‘Mentor” and many others. One of the standouts is “46664 It’s In Our Hands: Consciousness on Cloth” – the T’s graphic based around the struggle posters that were so prevalent during the fight against apartheid that so many South Africans and others took part in.
The latest range from the social impact brand is complemented by a number of eye-catching and thought-provoking statement Ts by design team member, Craig Native. These wearable T's help express the values that are key to Madiba’s humanitarian legacy founded by the Nobel Peace Prize winner in 2002 using his Robben Island prisoner number, 466/64.
The 2012 Winter range with men, women and children’s clothing and apparel delivers nothing short of a knockout fashion punch. The collection sees the core 46664 Fashion design team of Chris Vogelpoel and Barbara Tosalli, deliver a spirited range that’s high on colour and energy and also carries plenty of the brand’s now signature details that talk to both 46664 Fashion’s African roots and the ongoing humanitarian work of 46664.
A striking feature of the menswear range is 46664 Fashion’s knitwear including bold striped cardigans, comfort fit cardigans in purple and orange and a cable button through with full contrast placket. 46664 Fashion’s Womenswear 2012 range is built around rich, soulful tones and textures – an inspirational mix of gold, strawberry, chartreuse, tangerine, cerise, grape and apple green resulting in a spirited colour palette that’s ideal for day or evening wear. “We also have African-inspired prints and vivid patterns that are softened by sultry lines and flowing fabrics,” says Tosalli.
About 4666446664 itself has grown into a multi-faceted global campaign. It's mission is to encompass all areas of Mr Mandela's humanitarian legacy (in SA, Africa, and the world) - including supporting projects like Nelson Mandela International Day - calling on individuals worldwide to give 67 minutes of their time to take action that inspires change.
Created as a partnership between Seardel/Brand ID and 46664, as part of a concerted move towards building its sustainability/self-sufficiency. Overseen by the 46664 Board it ensures that a percentage of 46664 Fashion's turnover is given to 46664 to further the humanitarian legacy of its founder, Mr Nelson Mandela. The board identifies projects that will benefit from funds raised and other commercial endeavours undertaken by 46664 and will not accrue to any individual.