In the Xhosa culture, once a young man turns 18, he has to undergo a ritual and get a new wardrobe to celebrate his manhood. To inspire this new wardrobe, Laduma spent time in museums and libraries researching samples of what Xhosa people created during the early 1900s. However, he didn’t have to look far for a source of cultural creativity. In fact, all he had to do was think about his mother.
“The deep roots [of Maxhosa] go down to my late mother teaching us about our Xhosa tradition and getting out anthropologic books from libraries. Instead of having bedtime stories, we had that content at home”, Laduma shares. “It was something that powerfully instilled pride in our own culture”. Laduma believes that his mother’s love for design and craft (and her exceptionally high standards!) are the reason he has become the success he is today.
Maxhosa’s premium knitwear range honours Xhosa culture, language, symbolism, traditional beadwork, and uses blends of South African mohair, wool and silk. With his striking patterns and bold prints, Laduma’s art never went unnoticed. After he came first for his thesis project, the awards keep rolling in. Laduma has won the hearts of fashion lovers and media from around the globe.