Apparently, it is never too late to step into the wonderful
world of fashion. Well, it is never too late to use your name for the sake of
fashion that is. Especially, if your name is one of the most recognizable names
around world but in this case it is the most recognizable prisoner number. In recent news, South Africa’s former
president Nelson Mandela will be debuting his clothing line at 46664 pronounced
‘four, double six, six four’ at New York fashion week. The number 46664 was
Nelson Mandela’s prisoner number when he was jailed on Robben Island, which is
off the coast Cape Town, South Africa in 1964. Now, he has decided to use it
for social change and awareness through fashion.
Nelson Mandela does not have a direct role in the clothing
company; his name is used more for iconic inspiration, which helps the
designers to channel Mandela’s message of social change and upliftment. The
clothing company primarily operates in South African with a percentage of the
sales going to Mandela’s 466/64 Foundation.
The clothing line has an Afrocentric theme and plans to use
Mandela’s fame as a stepping-stone into the American fashion market without
commercializing his name. I say, good luck with that. I can see his clothing
line being sold in Macy’s, then Ross, as we speak. I feel it will be hard not
to commercialize his name if you are cultivating a fashion brand out of it.
Luckily, it is just his prison number that will become commoditized. However, I
will give the brand its ‘kudos’ because there are not a lot of clothing
companies that have a philanthropic message but they do exist. I just hope that
the brand does not die out or just becomes a trend, similar to a celebrity adopting
African baby. Nevertheless, I do like the message and I wish for the brands longevity.
They just better bring some creativeness within their message and mission.
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