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Laduma Ngxokolo


MAXHOSA BY LADUMA is a South African knitwear brand founded in 2012 by Laduma Ngxokolo with the desire to explore knitwear design solutions that would be suitable for amakrwala (Xhosa initiates). His initial vision was to create a modern Xhosa-inspired knitwear collection that would be suitable for this market. As a person who has undergone the process, Laduma felt that he had to develop premium knitwear that celebrates traditional Xhosa aesthetics.

Along his journey into exploring traditional Xhosa beadwork patterns, symbolism and colours, he discovered that they would be the best source of inspiration, which he then reinterpreted into modern knitwear.

MAXHOSA BY LADUMA showcases the beauty, culture, language and aspirations of the Xhosa people. Evolved and amended in a modern design context, it translates into a form that resonates with multiple fashion markets globally.

The brand aspires to become a leading African luxury, premium and mass heritage fashion & lifestyle brand.


2010 International Society of Dyers and Colourists Design Award

2010 International Representation Award

2011 Marie Claire Prix De Excellence Best Emerging Designer Award

2012 Nelson Mandela Metropolitan University Rising Star Award

2014 Premium International Best Emerging Designer for SS15 Menswear

2014 Africa Fashion International Emerging Designer of the year award

2015 Vogue Italia Scouting for Africa Award

2015 Who is Next Dubai Award

2016 Design Indaba Most Beautiful Object in South Africa Award

2016 Emerging Designer: Eastern Cape Entertainment Stars Awards

2016 Most Stylish Designer: SA Style Awards

2016 Fashion Designer of the Year Southern Africa: ABRYANZ Style and Fashion Awards

2017 Pride of Africa: Africa Fashion Week Barcelona Awards

South Africa