Tarryn-Leigh Solomons
MaXhosa, the SA luxury knitwear brand founded by Laduma Ngxokolo has made the jump from fashion to lifestyle, introducing the world to Xhosa-inspired design with a presence in The Big Apple, France and Australia. Key to this success is Ngxokolo’s sister, Lihle Ngxokolo Nqini , MD at MaXhosa Africa.
We sat down with her for a fireside chat:
Q: MaXhosa Africa has evolved from a knitwear label to a full-fledged lifestyle brand. What inspired this expansion beyond fashion into homeware and lifestyle products?
A: Our evolution into a lifestyle brand was a natural progression. MaXhosa was always more than just fashion, it is about storytelling and culture. As our community grew, we saw an appetite for our design language to live beyond garments, in people’s homes and in their daily life. The expansion into lifestyle allowed us to extend our visual identity into new spaces while deepening our connection with clients who see MaXhosa as a reflection of their pride and modern aspirations.
Q: How do you ensure that the brand’s cultural heritage remains authentic and central, even as you diversify into new product categories like rugs, cushions, and wallpaper?
A: Authenticity is our DNA. Every product, whether it’s an accessory or a rug, begins with a cultural reference. It’s not about translating culture for the sake of a trend; it’s about preserving and celebrating it in a contemporary global language.
Q: Sustainability is a core value for MaXhosa, particularly through repurposing unused items. Can you share some specific ways you incorporate sustainability into your production and design process?
A: We repurpose what would have been considered waste into unique pieces and accessories. We do this by introducing upcycled patchwork garments and accessories that tell new stories through their construction.
Q: How would you describe your leadership, and can you share a moment when this approach was crucial for MaXhosa Africa’s growth?
A: My leadership style is situational, adaptable and responsive to the needs of the moment. At MaXhosa Africa, we operate in a dynamic and fast-paced industry where no two seasons are ever the same, and our team members bring different strengths, personalities and levels of experience. A pivotal moment where this approach was crucial was during the rapid growth we experienced as the brand gained greater local and international exposure organically. We suddenly had to scale up production, onboard new staff and meet new demand, all while staying true to our values.
Q: As a woman leading a major African brand in a competitive global fashion space, what challenges have you faced, and how have you overcome them?
A: There are still unspoken barriers and biases, especially as a Black woman in leadership. I’ve had to assert myself in rooms where our work and I were misunderstood or underestimated. But I’ve learned that results, consistency and clarity speak loudest. I’ve recently also leaned into building networks of support.
Q: MaXhosa Africa has a presence abroad. How do you tailor your marketing and product offerings to appeal to such diverse markets?
A: We stay true to who we are, but we’re also highly observant. Our core identity doesn’t change, but we adapt in ways that are respectful and relevant to that certain market. In New York, storytelling is key. In France, there’s an appreciation for craftsmanship.
Q: How do you see the global appetite for African fashion and lifestyle products evolving in the next five to 10 years?
A: The global appetite is growing, and it’s not a trend. The world is finally recognising the originality of African creativity. I see African fashion playing a central role in global conversations, influencing design, innovation, and even sustainability.
Q: As MaXhosa Africa aims to scale further, what are the new products, markets, or collaborations that excite you the most?
A: I’m especially excited about expanding our lifestyle range. Collaborations are also key as we explore partnerships that specialise in certain areas. We are working on a number of products that can’t be mentioned at the moment.
Q: What role do you think African heritage brands like MaXhosa can play in shaping the global fashion and lifestyle industry?
A: We’re reframing the narrative. For too long, African heritage has been referenced by others. Now, we’re telling our own stories. Brands like MaXhosa show that heritage can be modern, luxurious and globally relevant.
