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Published: 06 June 2020

By Andy Ross

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Maxhosa Africa

Laduma Ngxokolo from South Africa started his company, Maxhosa Africa, in 2012 because he wanted to create a knitwear collection for Xhosa initiates.

The traditions of beading in Xhosa culture have a long history.  Nowadays they are used not only for traditional purposes but also for tourism, creating items for sale to visitors to the Rainbow Nation. Laduma in his research looked at the meanings and symbolism in the patterns as well as the colours, and came up with this fabulous brand.