The business of identity, creativity and companionship, with Laduma Ngxokolo
Madumanne, whose playful spirit reminds Laduma Ngxokolo to slow down and enjoy the moment.
For MaXhosa Africa founder Laduma Ngxokolo, building a global fashion and lifestyle brand has always been about more than creating clothes.
It has been about creating a distinct creative language rooted in identity, heritage and storytelling.
That makes Laduma’s relationship with his dog, Madumanne, an interesting extension of the same philosophy: the things we love and the way we care for them can become part of how we express who we are.
As a creative entrepreneur, Laduma has seen MaXhosa evolve from a thesis project into a global fashion and lifestyle brand.
“The vision has always been bigger than knitwear. Knitwear gave us our language, but we’ve always imagined MaXhosa as a global luxury house rooted in Africa,” explains Laduma.
Today, that vision extends across fashion, accessories, interiors and lifestyle.
But away from business, Laduma says Madumanne offers an opportunity to slow down; “an ordinary day with Madumanne is usually about slowing down. Whether we’re playing or simply spending time together, he brings out a much more relaxed and playful side of me.”
Laduma Ngxokolo, whose work continues to celebrate identity, heritage and self-expression.
When identity extends beyond the brand
Laduma’s approach to cultural identity in design is about understanding where you come from while allowing that identity to evolve.
“For me, authenticity comes from knowing where you come from. Xhosa culture is the foundation, but it is not a limitation.” He sees a similar sense of identity in the role pets play within our lives.
“I am always interested in storytelling and identity, and pets naturally become part of our stories and our families.”
That is where pets and personal identity intersect. For Laduma, self-expression isn’t limited to what we wear or create.
“Being a pet parent has shown me that self-expression extends beyond ourselves. The way we care for our pets, include them in our lives, and celebrate them says a lot about who we are,” he shares.
Madumanne, sporting the matching jersey Laduma made for him.
Creativity and companionship
The relationship even inspired a playful design collaboration of sorts. After creating a cardigan for himself, Laduma made a matching jersey for Madumanne.
“The inspiration came from the bond we share,” he explains. “Fashion is a form of self-expression, and I thought it would be fun to create something that reflected our connection.”
He stresses that it was “less about fashion and more about celebrating a relationship that brings so much joy.”
For Laduma, creativity and companionship therefore occupy similar emotional territory: both can be expressions of identity, connection and belonging.
That connection also comes with responsibility. As a pet parent, Laduma says one of the biggest responsibilities is making sure Madumanne is cared for “no matter what life brings”.
He credits Dotsure with giving him confidence that Madumanne’s health and wellbeing are protected, allowing the family to focus on enjoying their time together.
“Knowing that support is available when needed provides reassurance and makes it easier to give him the care and attention he deserves as an important member of our family,” shared Laduma.
It is a reminder that responsible pet ownership isn’t simply about companionship. It is also about accepting the pet parent responsibility that comes with having another life depending on you, including protecting a pet’s health and wellbeing.
Dotsure Limited (Registration number 2006/000723/06) is a licensed non-life insurer and authorised financial services provider (FSP39925).
Voted South Africa’s Best Pet Insurance 2023-2026 by readers of The Star, Die Burger, Beeld, City Press and Rekord.
Click here to learn more about Dotsure.
Loyal, affectionate and impossible not to love: Madumanne.
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