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For many of us, our culture provides a feeling of identity, guides us when making decisions and raising our children, and aids in character development.
Cultural values passed down from generation to generation, as well as a shared sense of community, give us a sense of belonging. Many of us take pride in our varied cultures for these basic reasons, and today we will look at one of the best manifestations of this pride, the aMaxhosa brand.
The history of the aMaxhosa brand
We are all familiar with and adore the Maxhosa Africa brand. Laduma Ngxokolo launched the #proudlySouthAfrican knitwear brand in 2010.
Laduma has established a name for the Xhosa culture in the fashion industry not only in Mzansi but also around the world by using traditional Xhosa patterns, colors, beadwork, and motifs.
Although the fashion designer founded the company to bring the Xhosa look into everyday wear, it has evolved into a premium African luxury brand.
The growth of the aMaxhosa brand
The aMaxhosa brand has come a long way since its inception in 2010. It has developed to become a globally famous fashion brand, and Laduma has been invited to exhibit his work on international venues.
Laduma’s creative design work has been archived and presented in global museums such as the MOMA (Museum of Modern Art) in New York as well as the Smithsonian Museum, and some pieces can also be seen across Europe in museums in Switzerland, Hamburg, and Berlin. International celebrities including Swiss Beats, his wife Alicia Keys, and Drake have been seen wearing pieces from the designs.
The aMaxhosa brand controversy
The old adage, “Imitation is the highest form of flattery,” was false. Recently, one of the world’s top fast fashion clothing retailers, ZARA Industria De Disno Textile, SA, was discovered stealing one of the aMaxhosa brand’s characteristic designs.
ZARA appropriated and replicated a sock collection that incorporated the distinctive pattern. It wasn’t long before devoted followers became aware and began to protest online. Laduma and the aMaxhosa brand swiftly hired an IP law company in Africa and began handling the situation legally. Talk about frantic.
The IP lawyers notified the parent firm of the intellectual infringement and the corporation’s requests in a letter.
South African celebrities who support the aMaxhosa brand
The brand has continued to expand and enjoy huge success across the country, with famous ZAlebs such as Boity, Black Coffee, Mihlali Ndamase, Pearl Thusi, and the late Riky Rick wearing pieces on a daily basis as well as at special red carpet events.
Laduma is clearly not slowing down anytime soon, and the brand’s future seems bright.
Where can one buy aMaxhosa outfits?
Locally, the company’s pieces may be obtained through aMaxhosa brand stores, which are generally located in high-end malls across the country.
You may also order from their website and have it delivered right to your door.
Support the local economy by purchasing anything from the aMaxhosa brand; we guarantee you will not be disappointed. What other local brands do you support and love?