Reposition

Reposition: The African Contemporary Menswear House Defining a New Uniform for Purpose-Driven Men

In the quieter pockets of Lagos — far from the churn of fast-fashion cycles — Reposition is emerging as one of Africa’s most disciplined voices in contemporary menswear. The brand is shaping a new design philosophy rooted in clarity, restraint, and the quiet confidence of a man who moves with purpose.

Founded by creative director Ugo Solomon, Reposition challenges the conventional narrative of luxury fashion by returning to what truly matters: craftsmanship, identity, and longevity. Each garment is treated as a refined design object — an extension of the wearer’s clarity and a counterpoint to the disposable culture dominating much of today’s fashion landscape.

At the center of the brand’s offering is its signature CasTan Shirt — a modern, globally informed silhouette that blends tailored precision, premium fabric sensibility, and a minimalist aesthetic into one seamless form. The piece has quickly become a cultural identifier among designers, entrepreneurs, and creative leaders across Lagos, London, and New York — a new kind of uniform for men who value intention over display.

But Reposition extends well beyond product. The brand is building a full lifestyle ecosystem through:
• personal style rituals rooted in mindful dressing,
• wardrobe stewardship and care, promoting durability and responsible consumption,
• minimal, design-led collections produced in limited runs,
• and a growing creative community shaped through The Assemble — its platform for cultural exchange and modern African craftsmanship.

Every part of the brand’s world reinforces a commitment to slow fashion, sustainable mindset, and timeless menswear design — all while retaining a distinctly African point of view. Reposition’s aesthetic is intentionally quiet, emphasizing clean lines, premium finishes, soft neutrals, and silhouette harmony — the hallmarks of modern global fashion tempered with African sensibility.

As international attention turns toward emerging design voices redefining menswear from the continent outward, Reposition stands positioned as a leader of a new era. The brand reflects a shift happening across the industry: a desire for clothing that feels meaningful, enduring, and deeply connected to identity.

This is menswear with a point of view.
Measured. Enduring. Certain of its purpose.

Reposition invites discerning men around the world not just to dress well —
but to dress with intention, clarity, and meaning.