No. 079 10 SEMINAL MOMENTS OF THE MAXHOSA BRAND
Theme: South African Essence
As luxury knitwear brand MAXHOSA Africa celebrates 10 years of championing traditional Xhosa symbolism, beadwork, patterns and hues, we look back at 10 seminal moments in founder Laduma Ngxokolo’s career.
With a desire to explore knitwear design solutions that would be suitable for amakrwala (Xhosa initiates), Laduma Ngxokolo founded MAXHOSA by Laduma. The designer’s initial vision was to create a modern Xhosa-inspired knitwear collection celebrating traditional Xhosa aesthetics.
MAXHOSA is awarded the SDC International Society of Dyers and Colourists Design Award in London, UK, as a nod to his innovative use of colour and pattern in knitwear.
After many requests both locally and internationally, MAXHOSA launches his first range of womenswear.
Laduma’s dream of launching his first concept store comes true, as he opens a space in Johannesburg’s Work Shop New Town.
MAXHOSA is awarded the prestigious Design Indaba Most Beautiful Object in South Africa Award, for a unisex shawl designed as a part of the Autumn/Winter ’16 collection.
Laduma fulfils yet another dream, of launching a homeware range, giving him the opportunity to collaborate with local makers.
As the brand grows internationally, MAXHOSA takes ownership of its own production facility, creating employment and providing full control of the manufacturing process..
Laduma is appointed Feature Designer at Johannesburg’s prestigious 100% Design South Africa Fair.
MAXHOSA makes its debut at New York Fashion Week, to great critical success. The brand’s international popularity has been skyrocketted by celebrities sporting Laduma’s designs such as Beyoncé, Alicia Keys, John Kani, Dwyane Wade and Black Coffee.
In its latest achievement, MAXHOSA launches a flagship store at the V&A Waterfront. Doors open on 22 July.
100 Beautiful Things is presented by the V&A Waterfront in celebration of South Africa’s creativity, compassion, ingenuity and resilience. Every week we will be showcasing five amazingly beautiful creative things that make us proud. It is curated in partnership with @platformcreative. To nominate a beautiful thing, visit