Renowned for their artisanal approach to design, rich textiles, and intricate details, Maxwell Boko and Mmuso Potsane launched their now cult womenswear brand in 2016. Despite the brand’s success which includes winning the International Woolmark Prize, Karl Lagerfeld Award for Innovation in 2022, the designers have remained grounded. They shy away from the spotlight to instead focus on offering stunningly considered, exclusive designs. Here, the pair shares the story behind their first menswear showcase.
YLA: How did your collaboration with Cape Wools come about?
MM: The collaboration felt organic. Partnering with Cape Wools and Campaign for Wool allowed us to align with a network that values innovation and local industry preservation. Their commitment to traceability and ethical sourcing resonated deeply with us. It felt like the right platform to explore this new chapter where craftsmanship, sustainability, and cultural storytelling come together.
YLA: What drives your commitment to using local textiles?
MM: We see local textiles as a form of storytelling. Every fibre carries a cultural and ecological footprint. Using materials from our region means we’re not just designing garments—we’re preserving craftsmanship, supporting local economies, and affirming that world-class design can and does come from here.
There’s something powerful about working with materials that tell the whole story. A few pieces in the collection were made using wool that never left the country—from sheep sheared on local Gerber & Co farms and wool processing plant, to spinning and weaving into fabric, all achieved right here in South Africa. That level of traceability gives the garments a deeper meaning. It’s more than just sourcing locally, it’s about honouring the full process, where care, ethics, and intention guide every step.
YLA: This collection is deeply personal yet widely relatable. What do you hope men feel when they wear these garments?
Mmuso: Empowered and seen. We want men to feel like they can own every version of themselves. Whether they identify with softness, strength, tradition, or modernity, this collection permits them to embody all of it.
Maxwell: It’s really about comfort in identity. Clothing should honour your journey, not define it.
YLA: Maxwell, you speak about the moment you first felt like a man as a Xhosa initiate graduate. What was that experience like and how has it shaped your creative journey?
Maxwell: It was profound. Being renamed Dalubuhle, meaning “creator of beauty” was more than symbolic; it was a blueprint for who I wanted to become. That moment instilled in me the power of intentional identity. I often return to it in design – how clothing can mark a rite of passage, a shift, a claiming of self.
YLA: Mmuso, you emphasise names as prophecies. How does your name influence your approach to design and storytelling?
Mmuso: Mmuso means “structure.” In many ways, my approach to design mirrors that. It’s architectural, thoughtful, grounded in order. But it also calls me to responsibility, to lead with integrity, honour heritage, and to create systems in fashion that are sustainable and empowering.
YLA: Did your approach differ from how you typically create womenswear?
Maxwell: Definitely. With womenswear, we often lean into fluidity and silhouette play. For menswear, we focused more on subtle detail: pocket placement, stitch work, and fabric weight. It’s a quieter conversation, but equally expressive.
Mmuso: The intention was the same, though: to design clothes that serve the wearer’s lifestyle and affirm their identity.
YLA: Do you see menswear becoming a recurring fixture in your designs?
Mmuso: Absolutely. This was just the beginning. The response has been encouraging, and we’re excited to keep exploring masculinity through design.
Maxwell: We’ve opened a new chapter that feels deeply aligned with our values and our creative vision. You can expect more menswear from us.
