Profile: MaXhosa Africa’s Lihle Nqini Speaks on the Growth of the Brand

Fashion is a living, breathing world that is always growing and changing, and MaXhosa Africa is a brand that embodies that essence. The brand started in 2010 and has since grown to incredible heights, showcasing their designs around the world. The brains behind the growth of the brand are the sibling duo Laduma Ngxokolo and Lihle Nqini, who have catapulted the brand to the top of the global fashion and lifestyle ladder. Lihle Nqini shared her experience and expertise with Kue about the brand and its story.

“The future of MaXhosa is expansive. We envision it as a holistic African luxury brand that not only redefines global fashion standards but also influences lifestyle and culture through interiors, accessories and storytelling. Our goal is to grow sustainably, keeping craftsmanship and cultural identity at the centre, while expanding into meaningful collaborations, fashion, experiences, lifestyle and perhaps even hospitality. “

Lihle Nqini

The Beginning of MaXhosa Africa

Lihle Nqini is the current Managing Director of MaXhosa Africa, having joined the brand as its first employee in 2015. The brand was started in 2010 by Laduma Ngxokolo with an initial vision to create a modern Xhosa-inspired knitwear collection for the amakrwala (Xhosa initiates), reflecting the beauty, culture, language, and aspiration of the Xhosa people. The brand grew to unimaginable heights not long afterwards, thanks to the efforts of Nqini and Ngxokolo.

In any business the beginning is always full of trial and error, and the very limited staff has to wear many hats to get things together, MaXhosa was no different. “Over the years, I have held various roles across operations, communication, sales and management, all of which have led me to my current position,” Nqini said of her time in the brand.

Currently, she oversees the strategic and operational growth of the company, while ensuring the integrity and vision of the brand as a Managing Director. The brand started small, with very limited resources but the determination and vision were always there to turn it into a bigger brand someday. “It has been an incredibly rewarding and emotional journey. Being part of MaXhosa from its early days when we were working on a shoestring budget and to seeing it evolve into a globally recognised African luxury brand has been nothing short of remarkable,” Nqini said.

The Rise of the Brand

As a brand, MaXhosa has had many stand out moments that have solidified it as a titan in the game, one of which was the 2016 crowning of their shawl as the “Most Beautiful Object in South Africa” at Design Indaba. Receiving such validation from both the design community and the public was a pivotal moment in securing the upward trajectory of the brand. “It created a ripple effect, we had a pre-order list of over 50 clients, and the shawl sold out within seconds at the event… It was the first time we saw such overwhelming demand, and it marked a turning point in how seriously the brand was being taken,” shared Nqini.

It could only go up from there, and it did. The brand has since been worn by huge names like Michelle Obama, seen on runways across the world, and had stores opened in the Big Apple. This type of success is only possible with a great product, but also a great strategy. The intersection between creativity and strategy is important in creating a unique and successful brand. “Creativity gives a brand its unique identity, while strategy ensures that identity is sustainable and scalable… The two must coexist harmoniously for a fashion brand to succeed long term.”

To ensure longevity and success, MaXhosa values storytelling, and that is the creative factor that sets them apart. The exciting colours and patterns all come alive to create elaborate tales and preserve the Xhosa culture that started it all.

The Business Behind MaXhosa

As mentioned by Nqini, creativity is the core of a fashion brand, but the strategy is just as important and MaXhosa has found a balance between the two. Operating the brand internationally needs a thorough plan to ensure success in new markets, and the MaXhosa team has worked towards establishing that. “We look at a few key factors: cultural relevance, logistical feasibility and brand alignment. Each market has its own consumer behaviour and fashion sensibility.” This ensures that they can offer the markets exactly what they want.

In the fashion world, strategy also includes a clear focus on sustainability and that is something that many consumers have become more conscious of. The brand has dedicated itself to maintaining sustainability in their design and production process by manufacturing over 80% of their products in-house to avoid waste. They also create one of one pieces from materials that have been left from other pieces and would have otherwise gone to waste. There is even an annual MXS Kulture Festival where attendees receive sustainability tote bags to educate them on the sustainable practices that the company engages in.

MaXhosa Africa has grown and risen over the past decade and a half, and its future seems bright. Their focus on sustainability, creativity and storytelling allow them to connect with audiences across the world and share the beauty in their designs and culture. This is one of many African luxury brands that have taken over the world, and with people like Lihle Nqini at the wheel, it can only get better.

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