THIS IS US Nigeria: Redefining Sustainable Fashion Through Local Craft

THIS IS US Nigeria has grown into one of the most distinctive names in contemporary African fashion. Established in Lagos in 2016, the brand was founded on a commitment to create clothing that is entirely produced in Nigeria while reflecting a global design sensibility. By using locally grown cotton, natural indigo dyeing, and traditional weaving, THIS IS US has built a reputation for combining heritage techniques with modern silhouettes.

Beyond clothing, the brand represents a movement, one that reimagines Nigerian craft not as a cultural relic but as a living, evolving industry capable of standing alongside international fashion houses. The brand’s latest collection upholds this vision by presenting pieces that embody community roots while maintaining global relevance.

 

The Story and Philosophy

Founded by Oroma Cookey-Gam and Osione (Osi) Itegboje, THIS IS US was created to prove that Nigerian fashion can meet international standards without losing its authenticity. Every aspect of production takes place locally, from sourcing Funtua cotton in Katsina to working with artisans in Kano who use centuries-old indigo dyeing techniques. The brand’s philosophy emphasises fair wages, reduced waste, and the preservation of traditional skills, while delivering clothing that seamlessly integrates with a modern wardrobe.

 

The New Collection and Its Meaning

The brand’s Spring/Summer 2025 collection builds on its core values while making a deliberate statement about local sourcing and craft. By placing Funtua cotton and natural indigo dyeing at the heart of the designs, THIS IS US demonstrates how Nigerian textiles can serve as the foundation of contemporary fashion. The collection is about more than aesthetics; it reflects a conscious shift toward building sustainable value chains within Nigeria. Each piece shows that Nigerian fashion is capable of being both locally grounded and globally competitive.

 

Why It Matters for Nigerian Fashion

THIS IS US represents a turning point for the industry in several ways:

• Strengthening local supply chains: By sourcing materials domestically, the brand increases demand for Nigerian cotton and artisanal skills, creating a ripple effect for other designers.
• Redefining authenticity: Its collections move beyond vague “African-inspired” tropes, instead highlighting specific Nigerian regions and crafts.
• Global positioning: Through international showrooms, curated retail platforms, and digital storytelling, THIS IS US connects with global buyers while keeping all production in Nigeria.
  

This balance of local focus and international reach offers a template for how Nigerian brands can scale without losing their identity.

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Global Reach and Recognition

While rooted in Lagos, THIS IS US has steadily expanded its presence on the global stage. The brand’s collections have been showcased through international platforms, and its work has been featured in curated retail outlets that highlight sustainability and authenticity. By pairing storytelling with craft-driven design, THIS IS US has managed to attract global attention without diluting its Nigerian origins.

 

The Look and Feel

The clothing itself reflects the philosophy: minimal, practical silhouettes elevated by hand-dyeing, weaving, and surface textures rather than heavy branding. The designs, featuring unisex shapes and relaxed tailoring, cater to everyday life in Lagos, London, or New York. The quiet elegance of the garments allows their materials and craftsmanship to take centre stage.

 

For more on Nigerian fashion and the stories shaping it, Rex Clarke Adventures remains a place to keep an eye on.

 

FAQs

1. Who founded THIS IS US Nigeria?

The brand was founded in Lagos by Oroma Cookey-Gam and Osione (Osi) Itegboje in 2016.

2. Is THIS IS US entirely made in Nigeria?

Yes. From cotton production to dyeing and tailoring, every stage of the production process is completed in Nigeria.

3. What fabrics does THIS IS US use?

The label uses Funtua cotton, handwoven textiles, and natural indigo dyeing from Kano’s historic dye pits.

4. Where can I buy THIS IS US clothing?

The brand sells through its online shop and is stocked on curated international retail platforms.

5. What is the message of the latest collection?

The Spring/Summer 2025 collection emphasises local sourcing, sustainability, and Nigeria’s ability to produce globally relevant fashion.