MAXHOSA BY LADUMA is a South African knitwear brand founded in 2012 by Laduma Ngxokolo. He had a vision of creating modern Xhosa-inspired knitwear for amkrwala, Xhosa male initiates who have been welcomed into adulthood, “as a person who has undergone the process.” Amkrwala initiates are expected to adhere to a dress code after they have completed the process, which means fashion and finery can be an extremely important aspect of Xhosa life and manhood. In exploring traditional Xhosa beadwork, Laduma became inspired to use the same designs and patterns in knitwear, creating a premium global fashion brand that has been featured in the Museum of Modern Art in New York and sought by stars such as Beyonce and Alicia Keys, celebrating traditional Xhosa aesthetics.
And the work is simply stunning in its gorgeousness:
[Photo Credit: Courtesy of Maxhosa by Laduma]