Going global with Xhosa designs
12 August 2014 Last updated at 00:31 BST
For decades European and American designers have taken inspiration from African tribes and sold their designs around the world.
Now one South African designer is taking his own Xhosa traditions and turning them into an international fashion and homeware company.
Laduma Ngxokolo told the BBC about the inspiration for his business, MaXhosa by Laduma.