A New Era for MaXhosa Africa: from fashion to luxury lifestyle
MaXhosa Africa, founded by Laduma Ngxokolo in 2010, began as a thesis project to create knitwear for Xhosa initiates, known as Amakrwala. Over the years, it has grown beyond its fashion roots, evolving into a luxury lifestyle brand that continues to honour and innovate within African heritage.
We caught up with Laduma, the creative force behind MaXhosa Africa, to talk about the brand’s journey and its expansion into a variety of lifestyle products.
While MaXhosa Africa’s lifestyle collection has long included items such as rugs, cushions, wallpaper, robes, and bathroom towels, the recent foray into furniture and tiles marks a new chapter in its evolution. “The lifestyle selection is a natural growth that has always been present and is progressing at a comfortable pace for the brand,” Laduma said.
He explained that, unlike fashion, which is driven by seasonal trends, lifestyle products are trans-seasonal, allowing for a more relaxed development process. This ease is reflected in MaXhosa Africa’s minimalist lifestyle offerings. The brand draws inspiration subtly, such as incorporating print elements into a dining chair’s armrest or using their monogram for an ottoman chair, creating a unique interplay between motif and form. While the brand’s DNA is clear in both its ranges, the lifestyle products emphasise this essence through their simplicity and functionality, ensuring they look good and serve a practical purpose.
In 2020, MaXhosa Africa received an exciting collaboration request from Norcros, one of South Africa’s leading ceramic tile manufacturers. Recognising the perfect synergy between the expertise of Tile Africa and MaXhosa Africa’s commitment to using premium, locally manufactured materials, the two brands initiated a partnership that will see them working together on a range of tiles over the next five years.
Looking back on MaXhosa Africa’s transition from fashion to lifestyle, Laduma pointed out the long-term dedication required to build a legacy. As he considers the future, he hopes MaXhosa Africa will leave a significant mark on the homeware sector. “I’m hoping MaXhosa will play a huge role in changing the landscape of the African continent in lifestyle touchpoints such as furniture, homeware, cutlery and more,” he said.
This evolution highlights MaXhosa Africa’s blend of traditional African elements with contemporary design. Laduma envisions the brand’s future extending well beyond fashion, with plans to influence African architecture and enrich the continent’s academic landscape, ensuring that MaXhosa Africa leaves a lasting cultural legacy.
Words by Thando Mbonani for Letterhead
Images by Peter Matlowa