South African Fashion Brand Plants Flag in NYC’s Cutting-Edge SoHo

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South African Fashion Brand Plants Flag in NYC’s Cutting-Edge SoHo

Trendsetting South African label MAXHOSA AFRICA is bringing a slice of Xhosa culture to New York City’s iconic SoHo shopping district next year. 

The knitwear brand, acclaimed for blending African motifs with luxurious fabrics, plans to open its first international store in Manhattan in February 2024.

Founded in 2010 by designer Laduma Ngxokolo, MAXHOSA will now strut its colorful, crafted creations among fashion heavyweights like Prada and Celine on SoHo’s catwalk-like streets.

“We are thrilled to export a truly South African vision of style to one of the world capitals of art, culture and creativity,” Ngxokolo said. “Our flagship will embrace the neighborhood’s daring, imaginative spirit.”

From its beginnings in South Africa’s Eastern Cape province, MAXHOSA has won devoted fans across the country. But its upcoming New York boutique marks a bold step onto the global scene. 

The label’s eye-catching knits merging traditional patterns with playful panache have turned heads from Johannesburg to Cape Town. Now by taking SoHo, MAXHOSA can weave its Afro-chic look into the very fabric of international fashion consciousness.

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