- Maxhosa Africa adds to the list of fashion brands rallying for good in 2020, as the world still attempts to navigate changes brought on by the pandemic.
- The luxury fashion label has partnered with Tastic on 5-part city tour to encourage South Africans to portray true generosity amongst each other.
- Shoppers can also look forward to the Tastic x Laduma limited edition pack that is available in stores nationwide.
One of South Africa’s most widely recognised rice brands, Tastic, has partnered with international knitwear designer Laduma Ngxokolo, the founder of Maxhosa Africa, this heritage month. The unique collaboration seeks to celebrate the spirit of Ubuntu through a 5-part city tour to encourage South Africans to portray true generosity amongst each other.
The two heavyweight brands first partnered to create a limited-edition pack that is distinctively adorned by Laduma’s traditional beadwork design that aims to commemorate heritage month and the unique cultural practices expressed through food, fashion and music.
In an interview with W24 on the heels of the Maxhosa Africa SS21 digital show for New York Fashion Week last week, Laduma explained that the Tastic rice 12.5kg bags reminiscent of school children in the 1990s were his way of "bringing back the element of innovation."
"A plastic bag carried your books because food was more important than actual bags," he echoes, "but it also added a coolness to your [struggle]", he said.
And now, we see Laduma in collaboration with the brand on a journey of spreading Ubuntu.
“As an African brand that speaks to not only the Xhosa people I wanted to create a special and unique design that that will serve as an expression of unity to people across multiple South African cultures” says Laduma who has captivated many global runways before NYFW.
For Laduma the lockdown period has been one that is most challenging not just for him but many other South African’s and through his showcase he wanted to bring hope to people using his craft. This is also inspiration for him to partake on a series of acts to show ubuntu as we are slowing rising and conquering this global pandemic.
As of 25 September, Laduma Ngxokolo continues with his journey, but this time in his home town where he will give an educational talk as well as a demonstration of his craft to aspiring designers. This detailed and informative talk will take place at The Athenaem in Port Elizabeth.
Image supplied by DNA Brand Architects
Invitees are requested to come bearing non-perishable items to add onto the charity drive box where at the end of the month charity organizations across SA will be recipients of these donations in aims to make a difference.
During all events Tastic ensures that strict covid-19 guidelines rules are met and followed under Level 1 regulations to make certain they play their part in curbing the spread of this global pandemic.
Compiled by Afika Jadezweni
Additional information and images suppled by DNA Brand Architects
Sign up to W24's newsletters so you don't miss out on any of our stories and giveaways.