A husband-and-wife team has transformed a traditional Nigerian fabric into a successful fashion brand that celebrates the country’s rich cultural heritage. By blending local artistry with modern designs, they’ve built a thriving business that resonates globally.
According to okayafrica.com, when husband and wife duo Oroma Cookey-Gam and Osione Itegboje founded This Is Us, their mission was clear: to redefine what “Made in Nigeria” means. They envisioned a world where Nigerian craftsmanship wasn’t just an afterthought or a compromise. Their goal was not only to start a brand but also to reclaim identity, expand the current narrative, and demonstrate that products made by Nigerians could compete with the best in the world.
In Nigeria, making things locally, from furniture to clothing, is common, but finding high-quality craftsmanship can be challenging. “Why is ‘Made in Nigeria’ considered low quality?” Cookey-Gam and Itegboje asked themselves. This question drove them to explore the country’s artisanal heritage and materials, eventually leading them to Funtua cotton — a fabric that would become the cornerstone of their work. “When we discovered Funtua cotton, we knew we’d found something special,” Itegboje tells OkayAfrica in an interview.
Discovering Funtua cotton started with exploration. Cookey-Gam was working on creating shirts and had initially thought about producing them in Turkey. But when travel wasn’t an option, she started looking into what was available locally. “As part of our exploration, we went to Oshogbo. And in Oshogbo, a friend suggested we inquire about Funtua cotton. We did and were taken to the market to buy it,” Itegboje recalls. “This was our first introduction to the cotton. Once we saw it, we thought, ‘Well, this looks good. Let’s see what we can make with it.'”
That moment became a turning point for the couple. “That’s how we came up with the mantra and, ultimately, the brand name, This Is Us. We’re Nigerian and proud of what we make with our hands.”
Cookey-Gam and Itegboje, who’ve been married since 2015 and founded their brand in 2016, firmly commit to local materials. And although the stigma around ‘Nigerian-made’ goods persists, the feedback they’ve received tells another story. “When we have our pop-ups, people talk about how our cotton is the most comfortable for them to wear,” says Cookey-Gam. “Hearing that just goes to show that we have achieved our vision. And it’s so rewarding.”
The synergy between their strengths has been vital to their success. Itegboje brings his background in policy and design, while Cookey-Gam adds expertise in fashion, business, and law. Together, they balance marketing, product design, and operations. “It’s a clear line, but it’s also a bit of a bloodline,” Cookey-Gam says of their partnership.
A Marriage of Tradition and Innovation
Preserving Nigerian traditions has always been as important as creating something new for This Is Us. Early in their journey, Cookey-Gam and Itegboje began traveling north of Nigeria, immersing themselves in the region’s history. “We went to Kano and discovered indigo dyeing there,” Itegboje says. The fact that this dyeing technique had existed for centuries gave them the confidence that it would continue to thrive; they could build a business on these techniques that practitioners had done for a long time.
Respect for heritage was central to their approach, but it didn’t mean staying static. Instead, the couple saw opportunities to innovate within the tradition. One of their most significant contributions was introducing cassava paste into the dyeing process at the historic Kofar-Mata dye pits in Kano, which have existed since the 16th century. “Historically, they’ve only done tie-dye,” Cookey-Gam explains. “While tie-dye is beautiful, it can be limiting because it doesn’t allow for intentional designs.” But with cassava paste, you can create precise shapes.
The introduction of cassava paste wasn’t just about aesthetics; it was also about preserving the integrity of the dye pits. “Paraffin wax, commonly used in Adire processes, kills the dye pits faster because it contains oil,” shares Cookey-Gam. “We thought, ‘We need an organic material to create that resist.’ The cassava paste worked great. Now, the artisans mostly do it for us, but I’m sure it will seep into their tradition over time.”
Their commitment to innovation didn’t stop there. Inspired by global techniques like Japan’s Shibori, they explored resist-dyeing methods that blend different cultural traditions. “What we’re doing is bringing cultures together,” Cookey-Gam says. “Cultures are meeting at the Kofar-Mata dye pits.” The couple also invests heavily in experimentation. In Kano, they set up a team of 12 to 16 female dyers who focus on trying new techniques and designs. “They’re just playing around — experimenting with wire and resist methods,” she explains. “Sometimes, something great emerges, and we must work backward to determine how we got it. It’s all about experimentation and breaking the mold.”
Redefining Made in Nigeria
Since being founded 8 years ago, This Is Us has grown to export its products to a market primarily based in the diaspora. “It’s even more exciting to see people with no connection to Nigeria buy our pieces because they appreciate the beauty and quality and are invested in the label and story,” says Cookey-Gam.
The impact of this initiative extends beyond fashion to creating livelihoods. “When we visit the dye pits, it’s a celebration,” she continues. The locals are happy to welcome them because they understand that the work done by This Is Us supports and sustains their craft. The brand’s influence spans the entire value chain, from farmers and weavers to dyers and tailors.
Their journey has also revealed gaps that must be addressed for Nigeria’s fashion industry to thrive. “The tech industry in Nigeria attracts a lot of capital, which drives growth,” Itegboje says. “The same needs to happen in fashion. With more investment, people can improve their skills, buy better equipment, and strengthen production processes. Investment is key to solving many of the challenges in the industry.”
At its core, the work at This Is Us demands deep curiosity and a commitment to exploration. “To invent, discover, and explore, you need to travel,” Cookey-Gam reflects on their trips to Northern Nigeria. These journeys are not just about learning but forging meaningful partnerships. “It’s about taking what they already know and evolving it.”
The couple envisions expanding their mission as they look to the future. They want to explore permanent retail locations in Nigeria and internationally. Additionally, they’ve always wanted to experiment with other materials — everything from leather, enamel and various textiles. “The possibilities are endless,” says Itegboje. “We’re here to fill a gap, which is to show the world what Nigerian craftsmanship can truly be,” says Cookey-Gam.
