MaXhosa Afrika Creative Director Shares Brand’s Journey on Podcast and Chill

MaXhosa Afrika’s Creative Director, Laduma Ngxokolo, recently sat down with the hosts of the Podcast and Chill, Macgyver Mukwevho and Solomzi Phenduka, during their visit to the US for a BET engagement. The trio delved into the brand’s journey, reflecting on its growth and prominence in the luxury clothing industry.

Laduma shared insights into the brand’s early beginnings, highlighting the significant support MaXhosa received from the city of Cape Town. He noted that a substantial portion of their market in Cape Town, about 90% to 99%, comprised white clientele, including Germans, Dutch, Cape Townians, and some Americans.

One key strategy that contributed to MaXhosa’s success was its strategic placement on Long Street, a bustling thoroughfare known for attracting numerous tourists. The brand’s products were made available at Ultra Luxury Boutique, a store specializing in high-end African luxury items.

Describing a pivotal moment in MaXhosa’s history, Laduma recalled securing a major order of 300 pieces from an Afrikaans lady, who he later discovered was Johann Rupert’s daughter. This order marked a turning point for the brand and paved the way for its expansion into new markets.

After the initial order, Johann Rupert’s daughter expressed her admiration for MaXhosa’s products, assuring Laduma that she would treat them as art and do justice to the brand. This partnership proved to be enduring, with ongoing collaborations and support from the Rupert family over the past decade.