At a time where we are seeing Thebe Magugu x Adidas, Air Afrique x Bottega Veneta, and Motherlan x Dr. Martens, it's clear that African and brands of the diaspora are making their stamp on the fashion industry. For too long African influences and people have been game changers in the fashion industry but rarely have gotten the spotlight they deserve. 

Coming out of this new era it was announced that South African brand Maxhosa will be opening its first global flagship store in the heart of Manhattan. Positioned next to brands such as Diesel and Louis Vuitton, Maxhosa will be introducing a fresh perspective to the New York fashion scene.

Founded in 2010 under the direction of Laduma Ngxokolo, Maxhosa has used knitwear to share the culture of Xhosa people. In what initially started out as designing clothing that could be worn by amakrwala (Xhosa initiates) Maxhosa incorporates traditional Xhosa bead-work patterns, symbolism and colors in order to pay homage to the past while looking to the future.

Since making waves in Cape Town and Johannesburg starting in February 2024 Maxhosa’s flagship store will be bringing a new sense of culture to Manhattan. As exciting as this flagship is, what's more exciting is what this means for African Luxury and brands of the diaspora. By Maxhosa becoming an international force this signals to other brands the possibilities to grow are out there. It is proof that the average customer wants to interact with these types of brands and I believe that this will not only push for other African Luxury brands to do the same but also open the doors for the everyday consumer to have access to brands that represent their culture.

#CohortDec2023