The Rise of Villager: How Uche Cole is Building the Zara of Africa from the Ground Up
Lagos, Nigeria – August 29, 2025 – In the bustling world of African fashion, where creativity meets cultural heritage, a new contender is emerging. Villager, a UK-based brand founded by Nigerian entrepreneur Godswill Cole Chiori—better known as Uche Cole—is on a mission to become the “Zara of Africa.” With a debut collection launched just five months ago, the brand has already sold over 2,000 pieces across Nigeria, the UK, the US, and beyond, blending timeless designs with stories of resilience and shared roots. Backed by a family of seven brothers spanning three continents, Uche’s vision is transforming humble beginnings into a global movement, one tee at a time.
What sets Villager apart is its fast-fashion-inspired model tailored for the African diaspora: affordable, culturally resonant apparel with rapid delivery and a focus on identity. Drawing parallels to Zara’s agile supply chain and trend responsiveness, Villager aims to honor African heritage while achieving international scale. As the brand expands into women’s lines, footwear, and more, Uche Cole’s journey from self-taught screen printer in Lagos to CEO of a multinational fashion house exemplifies the grit driving Africa’s creative economy.
From Homemade Hustle to Global Vision: Uche Cole’s Early Days
Uche Cole’s foray into fashion began in 2006 in Festac Town, Lagos, shortly after high school. Raised as the son of a missionary father from Ohafia in Abia State, Nigeria, Uche grew up shuttling between Northern Nigeria and Lagos, fostering a deep sense of cultural roots and resilience. With no formal training or resources, he taught himself screen printing—exposing mesh under sunlight, experimenting with paints on scraps, and customizing plain tees sourced from Yaba Market for high school parties.
His first brand, SEEN Clothing, featured a logo fusing global currencies ($€£N), symbolizing his ambition for worldwide impact despite local constraints. “Fashion has never been a hobby; it has always been a calling deeply woven into my life’s journey,” Uche reflected in a recent interview. The venture was raw and resourceful, but it laid the foundation for what was to come.
Uche’s path wasn’t linear. In 2017, alongside his wife Stephanie Chiori, he launched DVNX Fit, a unisex ready-to-wear line, followed by Zero Tummy. These experiences honed his skills in design, production, and market navigation, but it was a 2024 relocation to the UK with his family that sparked the idea for something bigger—a brand that could rival global giants while celebrating African stories.
The Birth of Villager: Faith, Family, and a $6,000 Leap
The pivotal moment came during a 2024 business trip to Guangzhou, China, with brothers Emmanuel and Daniel Chiori. Uche shared his bold vision: building the “Zara of Africa,” a fashion house that weaves tales of resilience, heritage, and triumph through timeless, accessible designs. Inspired by Zara’s fast turnaround—from concept to store shelves in weeks—Uche wanted Villager to respond quickly to trends while infusing African pride.
The brothers’ belief was immediate and profound. Without finalized designs, they pooled resources for a $6,000 cash deposit to a manufacturer—a sacrifice that brought Uche to tears. “That moment—funded by faith and sacrifice—became the official birth of Villager,” he later shared. The debut collection, hand-designed by Uche, launched in March 2025 with 22 tees and a hoodie, embodying the tagline “Roots Run Deep.”
Family became the brand’s backbone. Alison Chiori, running a yoga-focused brand in the UK, joined as Co-Creative Director. Paul and Gifted established US logistics in Dallas and Atlanta, while Emmanuel and Daniel handled Nigerian operations. Eldest brother Peter provided key investments, turning Uche’s solo dream into a united family enterprise across three continents.
“Villager is more than just a clothing brand; it’s a movement that speaks to the essence of humanity—our shared roots, struggles, dreams, and triumphs,” Uche explained. The brand positions itself as a connector: “We are all Villagers. The world is one big village. And our roots run deep.”
Business Model: Fast Fashion with African Soul
Like Zara, which revolutionized retail with its vertically integrated supply chain and weekly drops, Villager emphasizes speed and accessibility. Operating from hubs in Manchester, London, Lagos, Dallas, and Atlanta, the brand offers next-day delivery in core markets, ensuring fresh, culturally inspired pieces reach customers swiftly. Production draws from China for efficiency, but designs are deeply rooted in African narratives—honoring humble origins, community, and pride.
Each item is more than apparel; it’s a “reminder of identity and strength,” blending classic silhouettes with modern luxury. Priced affordably to democratize fashion, Villager targets the diaspora and global audiences seeking authentic African expression without compromising on quality or timeliness.
This model mirrors Zara’s success—over 50% of its trendy items produced in nearby factories for quick iterations—while carving a niche for African stories. Unlike Zara’s global homogenization, Villager infuses heritage, aiming to elevate the continent’s creative voice on the world stage.
Challenges and Triumphs: Brick by Brick Growth
Building Villager hasn’t been without hurdles. Early ventures taught Uche about financial risks and market volatility, and the $6,000 deposit underscored the leap of faith required. Relocating to the UK amid family adjustments added layers of complexity, yet the brothers’ distributed operations turned potential obstacles into strengths.
Since launch, achievements have been swift: Over 2,000 tees and hoodies sold in five months, spanning Nigeria, the UK, US, and international markets. This rapid uptake validates the model, with family coordination enabling seamless logistics across borders. As sons of a missionary raised in diverse Nigerian regions, the Chioris embody the resilience they design for— from “grass to grace.”
Future Horizons: Expanding the Movement
Villager’s ambitions are expansive. Plans include a women’s collection, new men’s lines, and footwear prototypes, all under development to broaden appeal. Uche, as CEO and Co-Creative Director, envisions the brand as Africa’s next global powerhouse: “We build Villager brick by brick into the next globally recognised brand out of Africa.”
In a fashion industry increasingly spotlighting African talent—evidenced by designers like Thebe Magugu winning LVMH prizes and UNESCO’s 2023 report hailing Africa’s potential as a fashion leader—Villager is poised for impact. By fusing Zara-like efficiency with cultural depth, Uche Cole is not just creating clothes; he’s crafting a legacy of unity and expression.
As Villager grows, it signals a brighter future for African fashion: innovative, inclusive, and unstoppable. For Uche and his brothers, the journey from Lagos sunlight to global runways is just beginning.