From sunlight screen printing in Lagos to a global brand: The story of Uche Cole & Villager

In every great brand, there’s a story, not just of business, but of grit, roots, and vision. For Godswill Cole Chiori, known to many as Uche Cole, fashion has never been a hobby; it has always been a calling deeply woven into his life’s journey.

Humble beginnings

Uche’s journey began in 2006, in Festac Town, Lagos, fresh out of high school. With little more than passion and determination, he taught himself the art of screen printing, exposing mesh with sunlight, experimenting with paints, and handcrafting designs for high school parties, From Festac to Yaba, he sourced plain tees, customised them, and birthed his first brand: SEEN Clothing, with its logo cleverly combining global currency signs ($€£N).

What started as a hustle was already a glimpse of the creative mind determined to leave a mark.

Building brick by brick

Uche’s journey was never a straight line. In 2017, alongside his wife Stephanie Chiori, he launched DVNX Fit, a unisex ready-to-wear brand. They began with denim slippers/slides but soon expanded into hats, denim heels, wristwatches, and even boxers. A defining moment came when Afrobeats superstar Wizkid wore DVNX boxers, leading to a meeting with him about a potential Starboy Clothing line. Uche designed samples and produced them in China and pitched them directly, but although the vision didn’t come to life, it became another stepping stone in his creative journey.

In 2018, the couple launched Zero Tummy, a fitness wear brand inspired by Gymshark. The debut yoga/fitness collection for men and women sold out almost instantly, once again proving the Chioris’ ability to spot opportunities and build impact.

By 2019, Uche and Stephanie launched KHAVHIA Woman, with Stephanie as Creative Director. The brand specialised in bridal and bespoke Asoebi pieces, rising to prominence quickly. In 2021, KHAVHIA Woman won LaMode Magazine’s Women’s Designer of the Year, and its designs have since dressed stars and influencers worldwide: Jamaica’s Spice, Nigeria’s Nancy Isime, Iyabo Ojo, Juliet Ibrahim, Lily Afe, South Africa’s Pearl Thusi and Tarina Patel, and the UK’s Love Island winner Whitney Adebayo, and a lot more.

Each stage built confidence, credibility, and momentum.

In 2024, after relocating to the UK with his family, Uche began dreaming again. He wanted something bigger— not just a brand, but a movement. On a business trip to Guangzhou, China, joined by his brothers Emmanuel and Daniel Chiori, he shared his vision of creating the “Zara of Africa,” a fashion house telling stories of resilience and heritage through timeless design.

The brothers believed so deeply in the idea that they made a $6,000 cash deposit to a manufacturer before even finalising designs, and that act moved Uche to tears. That moment — funded by faith and sacrifice — became the official birth of Villager. The debut collection, designed by Uche, featured 22 tees and a hoodie: a humble start to a brand with global ambition.

Soon after, more brothers joined. Alison Chiori, already running a yoga-focused brand in the UK, became co-Creative Director. Paul Chiori in Dallas and Gifted Chiori in Atlanta set up Villager’s US storage and logistics. The eldest brother, Peter Chiori, invested in the business, while Emmanuel and Daniel anchored Nigeria operations. Together, the seven Chiori brothers transformed Villager into a family-driven global vision.

Villager: More than clothing

Launched officially in March 2025, Villager has already sold over 2,000 tees and hoodies across Nigeria, the UK, the US, and beyond. With storage and delivery hubs in Manchester, London, Lagos, Dallas, and Atlanta, the brand now offers next-day delivery in its core markets.

But Villager is more than numbers.

“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.”

With the tagline “Roots Run Deep,” Villager honours humble beginnings, celebrates resilience, and connects people across borders and cultures. Each piece is crafted not just as clothing, but as a reminder of identity and strength.

What’s next

Villager is expanding: a female collection, a new men’s line, and even footwear prototypes are already in development. As CEO and Co Creative Director, Uche works alongside Alison and the brothers to build Villager “brick by brick” into the next globally recognised brand out of Africa.

From sons of a missionary father from Ohafia, Abia State, Nigeria, raised between Northern Nigeria and Lagos, to global entrepreneurs running operations across three continents, the Chiori brothers embody the journey from grass to grace.

Villager is not slowing down. For Uche Cole, what started under the Nigerian sun with homemade screen printing is now a global vision — one where fashion meets heritage, and community meets expression.

“We are all Villagers. The world is one big village. And our roots run deep.”