Overview
MaXhosa by Laduma was founded in 2012 in Port Elizabeth, South Africa, by designer Laduma Ngxokolo. Inspired by traditional Xhosa beadwork and his own quest to create modern knitwear for initiates of the Xhosa coming‑of‑age ceremony, Ngxokolo developed bold geometric patterns and rich colour palettes translated into luxurious mohair and wool. The brand’s distinctive sweaters gained international attention, prompting expansion into womenswear, menswear, accessories and homeware.
MaXhosa showcases South African heritage on global runways, presenting collections at New York Fashion Week and other international platforms. Ngxokolo serves as founder and creative director, ensuring that the brand remains rooted in cultural storytelling while embracing contemporary silhouettes and technical innovation.
The label has collaborated with artisans and commercial partners to broaden its reach and continues to celebrate African identity through high‑end design.
Philosophy
MaXhosa’s philosophy is to preserve and promote Xhosa culture through fashion. Laduma Ngxokolo adapts traditional beadwork motifs into modern textiles, using locally sourced materials and ethical production to honour community craft and support local economies.
The brand encourages cultural pride and inclusivity, producing garments that speak to global audiences while staying authentic to their origins. Its ethos champions sustainability, empowerment and the celebration of African heritage within a contemporary luxury context.
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