The controversial fashion brand named after Nelson Mandela’s prison days 466/64 has opened its first-ever Pop Up Store, bringing the vibrant fashion brand right into the heart of Nelson Mandela Square, Johannesburg yesterday, 4th September, 2013.
The 400 square metre 466/64 Pop Up Store will open for a limited time only until end January 2014, and will launch with the brand’s latest summer season range, a 466/64 kids range section, and a limited selection of favourite items. The 466/64 Pop Up Store will also offer some hot spring and summer value deals, as well as specials over the festive season, giving individuals the chance to celebrate the end of the year wrapped in the bold colours and patterns that are integral to 466/64’s much-loved signature style.
“We have been looking for the perfect time and space to give our customers an opportunity to enjoy a broader and more dedicated brand experience,” says Wayne Bebb, CEO of Brand ID, the license holder and custodian of the 466/64 fashion brand.
Since 466/64’s inception, the design team has been known for creatively weaving the iconic inspiration of Nelson Mandela into the clothing. “We are a fashion brand with a purpose and part of that purpose is to take forward Nelson Mandela’s humanitarian legacy,” says Chris Vogelpoel, Creative Director for 466/64.
“The response to the brand has been exceptionally positive both locally and internationally and we’re looking forward to a busy and successful phase ahead,” continued Bebb.
“Over and above our Spring Pop Up we have plans for a stand-alone store in South Africa for 2014, and, together with our international partners, are finalising the plans for the launch of 466/64 in Brazil, Europe and the UK in early 2014”.
I will like to research upon the nature of which this brand has developed it’s name before sharing any firm position on it. Although, I would never wear anything that uses the name of the prison cell for Nelson Mandela. I don’t celebrate his imprisonment but his name and freedom. That’s just my opinion and stand the chance to be corrected.