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.
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:
The bravery! This is a rant saying how dare you have a luxury brand & be African! Since we are African, we must all be broke together! How dare you make something that doesn’t fit my lifestyle & fit my woke wallet. The nerve to be a creative & actually put value on your work https://t.co/gkV9vsLis1— #TheHostessSABC3 (@SirBluebird) April 8, 2018
R19 000 is reasonable for that Maxhosa rug. Taking to consideration how it's created and its current international relevance I thought I was at least R30 000.— S E L L O A N E (@blk_peach) April 8, 2018
Context - the sales lady at Jimmy Choo Sandton says those McCain-shoe-in-a-bag ass shoes are selling like hotcakes at R19k a pair.— Janine J ?? (@janine_j) April 9, 2018
That's what the MaXhosa rug is priced at? He should charge y'all more.
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.
Not even...considering production, quality and labour, it is within market cost. Our ethos is create a piece that will last for decades, than create poor quality, that will get our patrons buying, us fixing, thus costing billions and billions and billions.— MaXhosa by Laduma™ (@MaXhosaByL) April 6, 2018
Quality over quantity.
Apart from rugs and knitwear MaXhosa recently branched out with other products: