A fashion line has come under fire for using Nelson Mandela's name and image in its promotion, without consent. The brand, 446/64 Fashion, is accused of falsely implying that it is officially endorsed by the former president - something which has been fiercely denied by Mandela's camp.
446/64 Fashion was named after the prisoner number given to Mandela during his 27 years in jail on Robben Island, and was launched in the US on July 18 - Nelson Mandela International Day.
"446/64 Fashion is making false claims that it is tied to Nelson Mandela - it is not, nor does it benefit him or his foundations," said Cadence Communications president James Cecil, who represents the Nelson Mandela Foundation in North America. "They are deliberately misleading people in the fashion industry - the name Nelson Mandela is not to be used in conjunction with any commercial products," he told WWD. "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."
spokesperson from the fashion line has argued that the brand has always claimed to be a "separate entity", with no association to the Nelson Mandela Foundation. 446/64 Fashion, they explain, is managed by 46664 South Africa - a non-profit organisation set up in 2002, with the aim of promoting Mandela's legacy.
"46664 South Africa has its own board of directors and is a separate entity to the Nelson Mandela Foundation," reads a statement. "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."
