HOW NIGERIAN LABEL “THIS IS US” REDEFINES THE LOCAL CHAMPION

Founded in 2016 by Oroma Cookey-Gam and Osione Itegboje, “This Is Us” is reminding us to embrace our roots in their SS25 collection titled “Local Champion,” and in a world obsessed with going global, This Is Us chooses to stay grounded, literally. It has created a near novelty in honouring everyday people, and not in a way that tries to hide their identity, but in one that presents them as they already are.

The phrase “local champion” is one that is often looked down upon, a testament to our lack of appreciation for home-grow authenticity, “…the more being a champion of your locale is a super power, and it’s about time,” said filmmaker and campaign feature Bolaji Kekere-Ekun (Nataal). 

Their Summer collection draws inspiration from the typical, mundane uniform and turns it into an intentional curation of locally sourced textiles, dyed with natural indigo, and shaped into roomy, functional pieces that feel both grounded and quietly celebratory. It’s full of pieces that feel lived-in and easy to move in. There’s a navy short-sleeved shirt-and-shorts set, dyed in a ripple effect that nods to tradition without being heavy-handed. Wide-legged pants are paired with oversized button-downs in soft, broken-up indigo patterns. Some outfits are more patchwork in feel, off-white panels stitched next to deep blue blocks, while others lean into uniformity, like a clean-cut kaftan with a matching hood. A standout look is the loose danshiki reworked with the proportions of a sports jersey, its neckline embroidered in checkered thread.

Everyone in the campaign looks like someone you know. That’s the point. Its visual campaign features barbers, stylists, friends, everyday people the brand has connected with over time. People who’ve built something for themselves and their communities, often without recognition, and what makes the collection work is their storytelling and consistency. 

This Is Us has long been committed to sourcing everything locally, from fabric to dye to tailoring, and there’s a pride that comes with its imperfections. They’re open about the fact that Funtua cotton may not be as soft or refined as imported fabric, but they design around its reality, rather than against it.

The “Local Champion” is a pioneer, a person that hones in on their craft, their own little corner of the world, and builds something with what they have, even when no one is watching.