MAXHOSA BY LADUMA

Laduma Ngxokolo from South Africa

MaXhosa by Laduma is a South African knitwear brand founded in 2010 by Laduma Ngxokolo. The South African Xhosa manhood initiation ritual practiced by amakrwala was behind the launch of the brand as Laduma sought to create Xhosa-inspired modern knitwear that would be suitable for this tradition. Since, the Xhosa aesthetic has come to be part of the DNA of the knitwear brand as Laduma has explored and reinterpreted traditional Xhosa beadwork, patterns, symbolism and colours to inspire his modern knitwear line. Through his work, Laduma is an agent of change, shifting and evolving with the changing times and further engaging in the dialogue that keeps pushing traditional culture toward the future. 

The ITC Ethical Fashion Initiative and participating designers thank Aveda for their services during the event www.salonecontrasto.it

A special thanks to the Antonello Ghezzi artist collective for contributing their star map artwork for the show’s invitation and set design www.antonelloghezzi.com

Thanks to Ente Cassa di Risparmio di Firenze for supporting and promoting young designers projects.