FAIR TRADE AFRICA: 46664 (four, double six, six four) takes its name from the prison number (prisoner number 466 of 1964) given to Mr Mandela when he was incarcerated for life on Robben Island, off Cape Town, South Africa. Mr Mandela gave his prison number to the organisation as a permanent reminder of the sacrifices he was prepared to make for a humanitarian and social justice cause he passionately believed in.
In creating 46664 initially as a global HIV/AIDS awareness and prevention campaign, Mr Mandela realised that to reach the youth all over the world specifically, he needed to engage the support of the people who most appeal to them. This has been seen most visibly through the high-profile 46664 concerts of the past few years and the appointment of 46664 ambassadors.
46664 Apparel is a new clothing venture focused on raising funds for the Nelson Mandela Foundation’s charitable efforts in addition to strengthening South Africa’s lagging textile and clothing industry. Jump ahead for a peek into this very wearable line, which includes everything from the classic button-up to a cozy pullover.