Photography by Seyi Opesan
Celebrating Craftsmanship and Community
At FoundPop, we believe every space tells a story, and for THIS IS US, the story is one of heritage, community, and sustainability. With roots in the heart of Nigeria, THIS IS US transforms locally sourced materials into wearable art and lifestyle essentials, spotlighting the artisans and cultural legacies behind every piece.
Last month, THIS IS US made its mark in London with a vibrant festive-season pop-up, transforming the space into a celebration of Nigerian heritage, creativity, and conscious design. For a long weekend, guests explored fresh drops—some never seen before—alongside special collaborations and the brand’s beloved classics.
THIS IS US showcased its signature commitment to sustainability and craftsmanship. From hand-dyed Funtua cotton to iconic designs 100% made in Nigeria, the pop-up embodied the brand’s ethos of creating with purpose and pride. The event was more than a retail moment; it celebrated the artistry of Nigerian talent.
Crafted in Nigeria: The Funtua Legacy
The foundation of THIS IS US lies in Funtua Cotton, a fabric grown and woven within a 50-mile radius of Katsina, dyed in the historic Kofar Mata pits of Kano, and hand-finished in Lagos. This hyperlocal process embodies the circular economy, with indigo dyeing practices that prioritise sustainability by reusing even depleted dye solutions.
From “This is Funtua” tees to home goods and collaborative designs, the fabric’s journey mirrors THIS IS US’ mission of celebrating Nigeria’s heritage while championing sustainable design.
FoundPop’s shelves, rails, and plinths were instrumental in presenting these creations, blending functionality with a design aesthetic that let the products shine.
In Conversation with THIS IS US
For the latest debrief, we caught up with the team behind THIS IS US to explore the story behind their activation.
What inspired the creation of this pop-up? How did your brand’s mission of celebrating Nigerian heritage and sustainability influence the experience?
We started THIS IS US in 2017 when we lived in Nigeria and launched our online retail in 2020. Whilst online retail has been a great foundation for our business revenue and profit wise, we’ve found that pop-ups really help us connect with customers and our growing community.
At pop-ups we get to meet the really cool people wearing our garms and connect with them beyond a surface level and vice versa. It’s great because we’ve found that these people most of the time are people very similar to us- conscious creatives of all ages trying to make a change in the status quo. Pop-ups have been a real life line in community building.
We’re on a mission to elevate Nigerian design, to show that Nigerian made is of a very high standard that both Nigerians and the world can be proud of. When we say high standard, we want to showcase an inspiring approach to making that puts heritage and sustainability at the forefront and the pop-up was filled with these stories. At every corner, customers got to interact with contemporary products and furnishing made using heritage craft techniques making every interaction meaningful.
What led you to start THIS IS US? How does your commitment to homegrown materials and local craftsmanship guide your journey as a brand?
We started THIS IS US after a year long research into the Nigerian cotton value chain where we discovered that our DNA as a nation is steeped deep in “sustainability”. At the time we didn’t know what sustainability was, but we knew that it was good. So we decided to showcase that in our own contemporary way.
All our products are made using local Nigerian cotton and a traditional natural indigo dye technique that has existed for over 500 years. We have a hyperlocal approach to designing and creating meaning that we use only what we have locally—this allows us to explore the possibilities of local craftsmanship and innovate around that and obviously save on our carbon footprint.
We’ve discovered so many textiles and crafts since we started and realise that we could go on and on discovering and innovating on this path till infinity. Committing to these two important pillars determines the pace at which we create and the way that we create, so to an extent without trying, we end up being sustainable.
Is this activation a new direction or location for the brand? How did the choice of this space or style reflect your brand story, and what made it significant?
No, it isn’t a new direction. We started doing pop-ups in London about 3 years ago and started in Central London. Over time we’ve stream lined areas and found that East London and in particular Shoreditch is a better representation of our global audience. During the pop-up some of our customers who didn’t get the memo about the pop-up stumbled on the shop and we had a very healthy number and quality of walk-ins.
The space worked perfectly because our brand colours, shades of indigo can seem very summery but when juxtaposed against the black walls, it looked perfect for a winter pop-up. FoundPop’s natural toned furniture also brought through the lighter elements of our brand colours, and worked very seamlessly with the decor pieces that we had. Overall we were quite pleased with our winter retail identity.
What advice would you give to brands starting their own pop-ups? What did you learn from planning and hosting this event that could inspire others?
Always plan your pop-ups with key members of your community and do as much research as possible about location speaking to people who live in the city/area. For us we always make our pop-ups a community event by inviting other Nigerian made brands with relevant products to be a part of our activations. This is an important part of our mission of showcasing Nigerian made, so think about how to involve your community based on your mission.
It’s also very important to think about the vibe you are trying to create at the event. For our summer pop-up, we knew it was going to be a party everyday kind of vibe, so our space had no seating and was set up for a faster flow of traffic. For our winter pop-up, we wanted a more intimate event so we stretched out the days and set up the store for people to relax and dwell in the space.
How do you see THIS IS US exploring activations in 2025?
We want to have more community-focused events to build and connect with our global audience. Our brand messaging is a little complex because on the surface it seems like we are just about Nigerian made but in reality, we are all about a new approach to value making that is centred around materials, design and culture. We would like to connect with like minded creatives working in multi-disciplinary practices and pop-ups could help us do that.
We would also like to incorporate more workshops and hands-on experiences such as indigo-dyeing into our activations, as well as activations for the sole purpose of enjoyment or as Nigerians call it, “Faaji”. We’ve found that consumers are now very comfortable shopping online and want to connect in deeper ways when they come out.
What’s next for THIS IS US? Are there new collections or collaborations coming soon?
This year we are launching 3 collaborations with members of our community. Collaborations have always been a big part of our brand and we are diving deeper into them.
Reviving Heritage Through Design
THIS IS US extends its commitment beyond textiles, with projects like the Re-Dye Drive and Revived Tees embracing upcycling and waste minimisation. Their mantra—“We create value. We celebrate what we have and create what we don’t”—is woven into every activation.
Through partnerships with local artisans and creative collaborations, the brand brings a modern twist to traditional crafts, from intricate weaving to eco-conscious dyeing.
An Inspiration for Future Activations
The THIS IS US activation isn’t just about showcasing products—it’s about creating a dialogue. By transforming retail into an immersive storytelling experience, the brand demonstrated how pop-ups can bridge the gap between heritage and contemporary design, making every interaction meaningful.
For brands looking to follow in these footsteps, FoundPop offers versatile furniture rentals designed for immersive spaces. Whether you’re hosting an archive sale, an art exhibition, or a community workshop, we’ll help you create a space that connects with audiences.
Why Pop-Ups Matter in 2025
As retailers embrace trends like sustainability, cultural storytelling, and experiential design, pop-ups remain an essential strategy for engaging new audiences and testing new ideas. THIS IS US exemplifies how temporary spaces can become powerful tools for building community and showcasing values.
Ready to shape your story?
From mirrors to custom display cases and fitting rooms, FoundPop’s sustainable furniture rentals are designed to bring your brand vision to life. Reach out to start planning your next activation and join the growing community of brands creating meaningful retail experiences.
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