MAXHOSA AFRICA is a South African knitwear brand founded in 2012 by Laduma Ngxokolo. This was with desire to explore knitwear design solutions that would be suitable for amakrwala (Xhosa initiates). His initial vision was to create a modern Xhosa-inspired knitwear collection that would be suitable for this market. As a person who has undergone the process, Laduma felt that he had to develop premium knitwear that celebrates traditional Xhosa aesthetics.
Along his journey into exploring astonishing traditional Xhosa beadwork patterns, symbolism and colours, he discovered that they would be the best source of inspiration for the knitwear, which he then reinterpreted into modern knitwear.
MAXHOSA AFRICA designs showcase the beauty, culture, language and aspiration of the Xhosa people. Evolved and amended in a modern way and a current design context it translates into a form that resonates with multiple fashion markets globally.
Brand Aspiration, become a leading African lux, premium and mass heritage fashion & lifestyle brand.
Laduma Ngxokolo is an award winning designer, entrepreneur and creative artist. In 2010 he founded and created one of the most ground-breaking designer brands in the history of South Africa. His brand Maxhosa AFRICA is globally recognized with invites to showcase on international platforms like the New York Fashion Week. Laduma’s pride and creativity is reflected in the intrinsic pieces, he creates for Maxhosa Africa. The designer himself is world travelled with an innovative eye while still rooted in Africa. His pieces are made of premium material with precision craftmanship.
Laduma’s design work has been displayed and archived in the SMITHSONIAN Museum and
MOMA: Museum of Modern Art in New York, as well as in museums at Hamburg,
Switzerland and Berlin. Having served as inspiration and one of the best-case studies of the
evolution in African design. The authentic design work, exceptional craftsmanship and
quality of MAXHOSA AFRICA garments make them stand out.
His designs capture the hearts of South Africans with their strong cultural links to his own heritage. Laduma assumed ownership of his own production facility, allowing a new narrative of the business of design to be established.
You can purchase his pieces online www.maxhosa.co.za or in Maxhosa Africa stores.