Fashion Brand 466/64 Fashion is well and truly under the microscope this week. The brand has allegedly been using Nelson Mandela’s name and status without gaining approval from the former president.
466/64 Fashion takes its name from the prison number given to Mandela during his 27 year long prison sentence on Robben Island and was launched in the US on Nelson Mandela day July 18. – This shameless behaviour from 466/64 Fashion shows total disregard for the pain and suffering that will always be associated to the Nelson Mandela foundation, not to mention the brand have made no effort to donate or raise money for the Nelson Mandela Foundation.
James Cecil, president of Cadence Communications and representative of the Nelson Mandela Foundation in North America shared his strong opinion on the matter with WWD;
“466/64 Fashion is making false claims that it is tied to Nelson Mandela – it is not, nor does it benefit him or his foundation…They are deliberately misleading people in the fashion industry – the name Nelson Mandela is not to be used in conjunction with any commercial product . They cleverly use his quotes in their advertising but this is not his line of clothing; he did not launch it, nor is he associated with it.”
466/64 Fashion has not shown any signs of surrender and fought back arguing that the brand has always claimed to be a “separate entity” with no association with the Nelson Mandela Foundation, and is managed by 46664 South Africa – a non-profit organisation set up in 2002.
“46664 South Africa has its own board of directors and is a separate entity to the Nelson Mandela Foundation,” reads a statement made by a spokesperson of 466/64 fashion. “46664 South Africa has officially licensed 466/64 Fashion. 466/64 Fashion’s mandate from 46664 South Africa is to establish a global fashion brand that can create a sustainable income stream in order to fund various humanitarian projects. 46664 South Africa’s ethos is not to use Mr Mandela’s name and image commercially. 466/64 Fashion is therefore not Mr Mandela’s clothing brand or line, and should not be reported as such.”