The 'Ubuhle Besintu' rug is hand woven with hand spun yarn, is fully reversable and suitable for indoor residential or commercial use. (Picture: Maxhosa by Laduma)
  • The internationally acclaimed fashion brand 'MaXhosa by Laduma has launched a new range of rugs.
  • The knitwear fashion designer Laduma Ngxokolo is seeking to branch out as a leading lifestyle brand.
  • SA Twitter went nuts over the rugs - and those who dared questioned the prices of the rugs faced a quick backlash.

Fresh from triumphant runs at the Cape Town and Lagos fashion weeks, South Africa’s hottest label has just launched a new line of rugs.

‘MaXhosa by Laduma’, the fashion brand created by Laduma Ngxokolo, has earned international acclaim, with celebrities like Alicia Keys and Beyoncé endorsing his pioneering knitwear.

READ: The world is going nuts for South Africa's Maxhosa by Laduma knitware

Ngxokolo designed his first rugs in 2014 after a rug weaver from the Western Cape approached him.

"The idea turned out to be in line with the strategic direction I wanted to take the brand in — to be a leading lifestyle brand as we are solely not always looking at garment production," he told Business Insider SA.

The rugs are made 100% out of wool and mohair, a primary raw material already used in the production of the fashion brand's noteworthy clothing.

The rugs, available on order, retail from R10,000 to R50,000. The new line created quite the stir on social media.

Some Twitter users dared to question the price point, but there was an immediate backlash:

Making one rug is quite a process, says Ngxokolo.

It can take  up to eight weeks - depending on the clients' specifications such as size, dimensions, artwork as well as colouring.

Apart from rugs and knitwear MaXhosa recently branched out with other products:

Receive a single WhatsApp message every morning with all our latest news: Sign up here

See also: