The ROOTS Gala & Indigenous Fashion Show held on March 7 in Madison, brought together Indigenous designers, artists, and community members for a night supporting the upcoming ROOTS Pow-wow this April.

     Among the featured designers was Waaxu, a Ho-Chunk-owned leatherwork brand that delivered a collection rooted in family, identity, and storytelling.

     For Ho-Chunk founder Memphis Cleveland, being part of the gala carried deep meaning.

     “Just knowing our line was part of that foundation meant a lot,” Cleveland said.

     Waaxu’s collection blended spring colors and plant imagery with Ho-Chunk stories and ancestral connections. One standout piece, a belt inspired by the Seven Maidens and the Big Dipper, quickly became one of the most talked-about designs from the show.

     Rather than casting outside models, Cleveland chose to feature family and close friends, those who have helped build Waaxu behind the scenes. From her fiancé modeling workwear pieces to her siblings and loved ones taking the stage, the show became a reflection of the community behind the brand.

     “Just having everyone involved who truly believes in the brand made it really emotional,” Cleveland said.

     That sense of connection is central to Waaxu.

     Founded in December 2023, Waaxu was born out of both necessity and curiosity. After discovering that custom rope cans could cost upwards of $700, Cleveland decided to make one instead.

     “I said, you know what, we’re crafty. Obviously we’re Indigenous, we make a lot of our own stuff,” Cleveland said. “I had a lot of the tools, so I said why not take a crack at it.”

     What started as a practical solution quickly grew into a business aimed at filling a gap in the Western industry, where Native-inspired designs are common, but Native makers are often underrepresented.

     “There’s a lot of Native-inspired work, but there’s not a whole lot of Native people actually in that space,” Cleveland said. “Especially not woodland Native people doing leather craft for work wear or Western fashion.”

     The word Waaxu, translates to “leather,” but it also carries a deeper meaning tied to strength and resilience.

     “It also has a double meaning of toughness, like, are you tough?” Cleveland said. “You have to be very tough to make it in the Western world. That same toughness and resilience also shows up in being Indigenous every day.”

     While Cleveland leads the design and creative vision, Waaxu is deeply rooted in family.

     Her fiancé assists with hands-on production work, from cutting and measuring to painting. Her younger sister plays a key role in shaping the brand’s digital presence, managing social media and contributing to visual decisions like color theory.

     Her brothers serve as brand ambassadors, wearing Waaxu pieces at powwows and events across the country. Her mother brings her own expertise in fashion and sewing, helping style runway presentations and refine the brand’s overall look.

     “It is my brand and I do a lot of the design and creative work, but it wouldn’t be what it is without my family,” Cleveland said.

     Cleveland hopes to grow the brand into a sustainable business that supports her family while maintaining its cultural integrity. That growth includes investing in better tools, expanding production, and eventually opening a storefront.

     “I’d love to eventually open a storefront where we can sell our pieces and possibly do consignment,” Cleveland said.

     For now, Cleveland is balancing the business with finishing her bachelor’s degree, with plans to pursue larger shows and opportunities after graduation.

     “We’re still a startup, but we have big plans,” Cleveland said.

     Those interested in following Waaxu’s journey can find the brand on Facebook under “waaxu,” as well as on Instagram (@waaxu_) and TikTok (@waaxu.llc).

Photo Credit: Clarissa Friday