46664 to launch global fashion brand

09 Mar '11

4 min read

Commenting on Seardel's relationship with 46664, CEO Stuart Queen said the company was “very happy to be associated with a globally recognised and meaningful brand like 46664”. “This partnership is very much about creating globally benchmarked apparel that is unmistakably rooted in South Africa and that appeals to consumers around the world. Part of our commitment is to have a positive impact on the clothing and textile industry.

“We are very mindful of the responsibility we have to balance the commercial aspect of the range with the needs and vision of 46664,” added Queen. In creating the 46664 Apparel, Seardel has charged its newly formed division, Brand ID, to ensure the integrity of 46664 filters across the entire range.

“The emphasis of the 46664 Apparel is on creating a global fashion brand that can stand alongside international apparel brands,” said Brand ID's Wayne Bebb. “The mens and ladieswear ranges are both built around wardrobe building with different tiers of accessibility in terms of our pricing structure. Our fulltime design team has created a worldclass ladies and menswear range that has some great design elements that speak of Africa and 46664 in an innovative, unique way.”

Although the full launch range will be revealed in August, a dedicated design team at Brand ID has created a fashion-forward yet truly wearable range that will find admirers across a broad section of individuals. The 46664 Apparel range stands out for its many unique design twists, which help underscore a subtle, yet very exciting connection to 46664. In addition, guest designers – both national and international – will create specific items for the 46664 Apparel.

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