Every powerful brand begins with more than a logo or product — it begins with a story. A story of grit, faith, and vision. For Godswill Cole Chiori, known by many as Uche Cole, fashion has never been a passing interest. It has always been a calling — deeply etched into his journey, stitched through […]
3 weeks ago
Every powerful brand begins with more than a logo or product — it begins with a story. A story of grit, faith, and vision. For Godswill Cole Chiori, known by many as Uche Cole, fashion has never been a passing interest. It has always been a calling — deeply etched into his journey, stitched through his struggles, and woven into his triumphs.
Humble Beginnings
The year was 2006, in Festac Town, Lagos, and Uche was fresh out of high school with nothing but ambition. With limited tools but limitless imagination, he taught himself the painstaking craft of screen printing. Exposing mesh under sunlight, mixing paints by trial and error, he produced one-off tees for high school parties. Each design was a symbol of hustle and hunger.
From Festac to Yaba, he sourced plain tees and customised them under the name SEEN Clothing — its logo a bold fusion of world currency signs ($€£N). What began as a hustle was already a quiet proclamation: this young designer was determined to leave his mark.
Building Brick by Brick
Uche’s journey was never linear. In 2017, alongside his wife Stephanie Chiori, he launched DVNX Fit, a unisex ready-to-wear line. It began with denim slippers but soon grew into hats, denim heels, wristwatches, and even boxers. A breakthrough moment came when Afrobeats icon Wizkid wore a DVNX boxer — leading to conversations about creating a full Starboy Clothing line. Uche designed and produced samples in China, pitched them directly, but even though the project never took off, the experience became another stepping stone.
By 2018, he and Stephanie pivoted again, birthing Zero Tummy, a fitness wear brand inspired by Gymshark. Their first yoga/fitness collection for men and women sold out almost instantly. The pattern was clear: wherever Uche and Stephanie placed their energy, impact followed.
In 2019, they launched KHAVHIA Woman, with Stephanie as Creative Director and Uche as supporting designer. Specialising in bridal and bespoke Asoebi, the brand rose quickly to prominence. By 2021, KHAVHIA won LaMode Magazine’s Women’s Designer of the Year, and soon after dressed international stars like Spice, Nancy Isime, Iyabo Ojo, Juliet Ibrahim, Lily Afe, Pearl Thusi, Tarina Patel, and UK’s Love Island winner Whitney Adebayo. Each venture sharpened their vision, layered experience upon experience, and gave Uche the credibility to attempt something larger.
The Birth of Villager
In 2024, after relocating to the UK with his family, Uche felt a bigger dream stirring. This time, it wasn’t just about launching another brand — it was about starting a movement.
During a trip to Guangzhou, China, joined by his brothers Emmanuel and Daniel, Uche shared his vision of creating the “Zara of Africa” — a fashion house rooted in storytelling, resilience, and cultural pride. The brothers believed so strongly that they placed a $6,000 cash deposit with a manufacturer before designs were even finalised. That act of faith moved Uche to tears. It was more than money; it was commitment. It was the true birth of Villager.
Uche went on to design the debut collection: 22 tees and a hoodie. A modest beginning, but one filled with global ambition. Soon after, more brothers joined:
Together, the seven Chiori brothers transformed Villager into a family-owned global vision — a testament to blood, belief, and brotherhood.
Villager: More Than Clothing
Villager officially launched in March 2025. In just months, its reach has spread across Nigeria, the UK, the US, and beyond. With distribution hubs in Manchester, London, Lagos, Dallas, and Atlanta, Villager now offers next-day delivery in its core markets.
But Villager has never been just about numbers or sales.
“Villager is more than a brand. It is a reminder of our shared humanity — our struggles, our resilience, our dreams, and our victories.”
With its powerful tagline “Roots Run Deep,” Villager honours the beauty of beginnings, celebrates courage, and connects people across cultures. Each design is not just fabric — it’s identity stitched with purpose.
What’s Next
Villager is only just beginning. A women’s collection, a new men’s line, and even footwear prototypes are already in motion. As CEO and Co-Creative Director, Uche works hand-in-hand with Alison and his brothers to build Villager “brick by brick” into a globally recognised brand from Africa.
From sons of a missionary father from Ohafia, Abia State, Nigeria, raised between the North and Lagos, to entrepreneurs running operations across three continents, the Chiori brothers embody the journey of turning grass into grace.
For Uche, what began under the hot Nigerian sun with hand-printed tees has become a worldwide vision — where fashion meets heritage, and community meets expression.
“We are all Villagers. The world is one big village. And our roots run deep.” – Uche Cole
