DO see the pattern of fashion

The designer behind the cult Maxhosa by Laduma brand, Laduma Ngxokolo talks roots and routes.

growing up without a TV set in the house would be problematic for some, but for Laduma Ngxokolo, it was the start of everything. With very little else to keep him entertained, the Port Elizabeth boy spent hours poring over his mother’s fashion magazines and books, and he took happily to the needles when she taught him and his siblings to knit, crotchet and bead.

Fast forward to 2010 and Laduma was a student at the Nelson Mandela Metropolitan University – with the brilliant idea of creating a modern Xhosa-inspired knitwear collection.

Those beginnings led to hit shows at local fashion weeks, kudos in Vogue Italia and wide acclaim in Berlin, London, New York and Paris. His work was also recognised with a prestigious Most Beautiful Object in SA award at Design Indaba 2016.

Want a touch of Laduma magic in your wardrobe? Look out for his collaboration with NIVEA Invisible for Black and White Deodorant, in which 250 limited edition Maxhosa by Laduma T-shirts will be up for grabs until the end of October. And now, a word from the designer himself!

Your fashion approach? Focus on your personal heritage. You’re the only one in the world who can tell that story. Your favourite label? The adidas brand because it focuses on function rather than aesthetics only. I love the simplicity of the pieces, and they pair up well with my knitwear. Your dream client? Myself ! I don’t get enough time for my personal style. Whose opinion matters most? TV presenter Siyabonga Ngwekazi, because he understands youth culture from musical, fashion and street-smart perspectives. Your favourite Maxhosa by Laduma piece for women? The knit varsity jackets work with a tracksuit and sneakers, or with something more formal.