The rugs are being made by fashion brand MaXhosa by Laduma Ngxokolo, which has received endorsements from the likes of Beyoncé and Alicia Keys. Black Panther actors John and Atandwa Kani were also spotted wearing MaXhosa shawls to the South Africa premier.
Furthermore, MaXhosa’s winter collection was recently featured in Vogue and has seen widespread acclaim. The brand is no stranger to local and international publicity, but it’s the rugs that have got many tongues wagging.
Laduma, who founded the company and made his first rug in 2014, now charges up to US$4000 for a single item. He makes the rugs out of mohair and wool and they can take up to two months to be completed, depending on the specifications.
While celebrities are clearly comfortable shelling out for a genuine and undeniably striking MaXhosa rug, social media has been quick to respond to the high prices as well. Even though many of the items drastically outprice much of the local market, many are rallying behind the local brand. And it’s clear that Maxhosa is more than happy to ride the wave of publicity.