Knitting a new path for Africa
SOUTH Africa’s pre-eminent knitwear designer, Laduma Ngxokolo, is on a mission to expand the footprint of his brand, Maxhosa by Laduma, across Africa and the world as there’s a growing demand for his modern Xhosa-inspired knitwear.
Ngxokolo, originally from
Port Elizabeth but now living in Johannesburg, established the brand in 2010 aiming to explore knitwear design solutions that would be suitable for amakrwala (Xhosa initiates).
“The vision was to create a modern Xhosa-inspired knitwear collection that would be suitable for amakrwala, who are prescribed by tradition to dress up in new, dignified formal clothing for six months after their manhood initiation,” he says.
Having undergone the process, he felt a need to develop premium knitwear that celebrated traditional Xhosa aesthetics.
“While exploring traditional Xhosa beadwork patterns, symbolism and colours, I discovered, they inspired me to reinterpret them into modern knitwear.”
Maxhosa by Laduma was thrust into the spotlight recently after a new sock range from global clothing retailer Zara sparked outrage for allegedly copying the brand’s signature diamondshaped designs.
Ngxokolo says they aspire to be the leading lifestyle brand in Africa. The brand’s flagship store is in Newtown Junction Mall.
Stockists of Maxhosa by Laduma items include Luminance in Sandton and Hyde Park, and True Story and Zulu Boutique, which are both at the OR Tambo International Airport and The Merchants on Long in Cape
Town.
Ngxokolo’s collection includes cardigans, socks, shawls, shorts, skirts and rugs.
US stars who proudly wear Maxhosa by Laduma items, include award-winning singer Alicia Keys and hip hop artist and producer Swizz Beatz, who visited Ngxokolo’s Newton Junction Mall outlet earlier this year.
“We have many patrons in the States who buy our items. There are various outlets that stock our products globally, like Onychek in New York.”
The United Arrows outlet in Tokyo, Japan, also stocks Maxhosa by Laduma items.
Ngxokolo recently returned from London, where he was one of the top speakers at The Costume Institute of the African Diaspora.
“The talk was (about) brands, growth and vision as well as what we can teach the world when it comes to our textiles and garments, along with as our traditions,” says Ngxokolo.
He has a Btech degree in textile design from Nelson Mandela University and a masters in material futures from Central Saint Martins University in London.
Maxhosa by Laduma has been shown in many international and national fashion shows.
Ngxokolo says these are an important part of their strategy as they alert clients and the public to their next collections and what to look out for.
“But it is more important that we always start our showcases in our country, as that makes a bold statement before the world that our people support us above all,” says Ngxokolo, who is a friend of the world-renowned DJ Black Coffee.
The string of awards he has won include most stylish designer: SA Style Awards, fashion designer of the year southern Africa: Abryanz Style and Fashion Awards, and the Design Indaba most beautiful object in South Africa award, all in 2016.
Last year, he was awarded the Pride of Africa accolade at the Africa Fashion Week Barcelona Awards.
Ngxokolo, who counts among his achievements awards from London, Paris, Amsterdam,
Oslo, Berlin and New York, says he plans to visit more African countries because “we have so much to offer the world”.
He says his journey to the top has not been easy.
“It took time, capital, travel and many sleepless nights at the beginning. You must be able to use sweat as capital to kick-start your ideas,” says Ngxokolo, adding that plans were in place to push the brand across Africa and take it to the world to meet the increasing demand.
“We aim to follow our core aspiration: to be the leading lifestyle brand in Africa. This is our strategic vision. What I care most about is seeing the brand transform people’s lives and the opportunity to change the African narrative,” he adds.