MaXhosa founder and designer Laduma Ngxokolo started the brand started as a thesis at Nelson Mandela University in Port Elizabeth, back in 2010, and was officially established in 2011, as “MaXhosa by Laduma”.

Since then the brand has won a string of awards and its patterned knitwear range has consistently attracted the attention of consumers in South Africa and beyond, as well as of local and international fashion media, and high-profile global celebrities. More recently, the range has expanded to include accessories like scarves, beanies, socks, as well as homeware items like patterned rugs.

The label, now rebranded as MaXhosa Africa, has a flagship store at Mall of Africa in Johannesburg, while the ready-to-wear collection is also available at selected boutiques in South Africa, New York, France, Australia and online.

The designer has experienced his fair share of challenges while trying to build a brand and consumer base in the context of South Africa’s troubled manufacturing industry. One particular challenge that haunts many designers, especially those who wish to brand their product as a luxury, is production. “Luxury manufacturing almost doesn’t exist in South Africa. We only know the likes of Cape Cobra which makes luxury bags; there’s no luxury manufacturer we know for woven products, luxury shoes, belts and whatnot,” says Ngxokolo.

In addition to issues with the manufacturing and textile industry, Laduma Ngxokolo also highlights the struggle South African designers have with getting retail space in shopping malls, which are often rented out at prices most designers cannot afford.