Page 10 - Designing Ways 279

TRADE WINDS

Laduma having gone through this African continent. While doing so, play a
process, felt compelled to develop major part in growing the African fashion
premium knitwear in celebration of economy,’ Ngxokolo says.
traditional Xhosa aesthetics. Through ‘It gives me a great sense of fulfilment
accessing and playing with reinterpreting to wake up every day and realise that
the astonishing power of traditional I am living my conviction, and still be
Xhosa beadwork patterns, symbolism and humble enough to know that we are only
colours, MAXHOSA AFRICA was born. in the beginning stages of the journey
The designs showcase the beauty, culture, of our conviction. Through a simple, yet
language and aspiration of the Xhosa dynamic concept of initially reinterpreting
people. MAXHOSA AFRICA allowed this traditional Xhosa beadwork patterns and
tradition to evolve into a contemporary motifs into modern fashion premium
form that resonates with fashion markets pieces, that we later infuse subtly with
worldwide. other African aesthetics, we have built a
‘Since I started my journey into cultural luxury institution that is a home
the fashion industry in 2011, when I to 300 professionals that are in permanent
established a fashion brand that is known job positions, who passionately serve in
as MAXHOSA, my conviction was quite our production, retail and operations
straight forward. My ultimate objective departments and facilities,’ he continues.
as a design professional was to establish a dw
luxury institution that aimed to showcase www.shop.maxhosa.africa
culture, the greatness and beauty of the www.decorex.co.za

10 Issue 279 • dw