MMUSOMAXWELL

MMUSOMAXWELL is an award-winning fashion brand based in Johannesburg, founded in 2017 by Mmuso Potsane and Maxwell Boko. Specialising in ready-to-wear garments, the brand is known for meticulous tailoring and a contemporary take on African heritage. Its designs draw from Xhosa and Sotho cultures, with border patterns and asymmetric silhouettes as brand signatures. In 2022, MMUSOMAXWELL received the Karl Lagerfeld Award for Innovation at the International Woolmark Prize for its work with traceable South African Merino wool.

Resources and materials

• Works mostly with natural fibres, including South African Merino wool, silk, and cotton
• The majority of wool used is deadstock from a local wool mill
• 90% of MMUSOMAXWELL’s 2025 collection, Obhuti Abatsha, was made from 100% traceable South African wool through partnerships with Gerber & Co, Cape Wool SA, and the Campaign for Wool

Making and manufacturing

• Most garments are produced in-house
• Knitwear, which is 4% of MMUSOMAXWELL’s production, is made by a local knitting factory

Product and design

• Only produces one collection every one to two years
• Recycles textile waste through a local initiative
• Uses a made-to-order system to reduce waste: pieces are only produced once bought
• Creates modular, layerable silhouettes to suit all seasons and occasions
• Size inclusive, and offers custom sizing options
• Clients are encouraged to return or repurpose worn garments

Packaging and distribution

• Uses minimal packaging, made from paper

2025 Nominee: Trans-seasonal Award