Maxhosa Africa was launched in 2011 by Port Elizabeth born fashion designer, Laduma Ngxokolo. His designs are a rare fusion of old traditional Xhosa prints, colors and patterns perfectly created in a manner that can only be described as art.
Laduma Ngxokolo has taken the African print, traditional Xhosa geometrics and the African Fashion industry to the next level.
Laduma Ngxokolo has had an interesting life, to say the least. But here are 10 facts about the fashion designer you need to know:
01. His mother taught him how to knit
He was taught hand machine knitting by his late mother when he was doing Grade 8, and since it was one of his subjects, he made it his daily hobby, that later turned into a lucrative profession.
02. Maxhosa Africa was inspired by isiXhosa initiation process
In the Xhosa culture, once a young man turns 18, he has to undergo a ritual and get a new wardrobe to celebrate his manhood.
Laduma’s original aim was to create alternative fashion choices for the Xhosa initiates(amakrwala), as he’s been through the ritual himself.
03. He was the first to graduate in his family
Despite admitting that he was an underachiever in high school, Ngxokolo still managed to be the first to graduate with a diploma in his family.
04. Nelson Mandela Metropolitan University gave him his start-up capital
He was lucky enough to be one of the first one to take part in the, ‘Art and Design incubator’ that the Nelson Mandela Metropolitan University had started.
They supported him financially by providing him with seed capital to start his project. He graduated from the 3-year program and went on to launch his brand independently.
05. He won a competition early in his career….
In 2010, he won the South African Society of Dyers and Colourists (SDC) Design Competition with his research project – The Colourful World of the Xhosa Culture.
06. He changed the brand’s name from Maxhosa by Laduma to Maxhosa Africa
He travelled a lot to Europe between 2012 – 2016 and realised many people who were exposed to the brand had that first impression of it as an African luxury brand, as opposed to it representing a specific culture.
Even locally when he moved to Johannesburg, there were some misconceptios that the brand, Maxhosa by Laduma, was only targeted towards Xhosa people.
He wanted to change that perception and show people he was looking beyond the culture and the country.
07. He manufactures locally
Laduma contributes to the economic development of SA’s job market, as he’s locally sourcing and manufacturing products & materials, such as merino wool and mohair.
08. He sued ZARA
After social media detectives noticed that ZARA was copying Laduma’s designs on a pair of sock in their stores, he fought back by taking legal action against ZARA.
ZARA ended up removing the socks from their online and retail stores.
09. His knits were featured in Coming To America 2
He sent shock waves on the international scenes by having his clothing brand feature on Eddie Murphie’s much loved movie, Coming to America 2.
10. He co-founded F.A.M Academy
In 2017, alongside DJ Black Coffee and Nelson Makamo, he co-founded F.A.M(Fashion, Art & Music) Academy.
Their main goal for the Academy is to nurture and develop the talent of youth based on these 3 professions, and create jobs for those students after graduation.
