In the heart of the Dutch capital, a fashion revolution is quietly making waves, led by the young and dynamic Onuha brothers, Samuel and Ruben. These Dutch siblings have redefined the landscape of men’s fashion with their brand, ICON., achieving remarkable success and generating over $25 million annually.
Samuel and Ruben Onuha’s journey is a testament to resilience and hard work. In the face of doubt and negativity, they stayed focused on their vision while others relaxed and went out partying. Their unwavering dedication has propelled ICON. to the forefront of men’s fashion, transforming it into more than just a clothing brand and into a symbol of self-expression and empowerment.
ICON. was launched in 2018 with a clear mission: to revolutionize men’s wear with perfect fits and unique styles. The Onuha brothers recognized a common challenge in men’s fashion—the struggle to find well-fitting, stylish clothes. They addressed this by combining meticulous craftsmanship with innovative design, ensuring every piece enhances the wearer’s physique and personality.
From its inception, ICON. has been a beacon of innovation, particularly within the vibrant Amsterdam streetwear scene. The brand’s ethos centers on the belief that clothing should empower men to express their individuality. Each piece, from trousers and jackets to sweaters and caps, is crafted with the wearer’s lifestyle in mind, catering to men who juggle professional, social, and personal pursuits.
What truly sets ICON. apart is its commitment to accessibility. Samuel and Ruben believe high-quality, well-fitted clothing should be available to all, not just a privileged few. By maintaining affordability without compromising on quality, ICON. ensures every man can access wardrobe essentials that boost confidence and individuality.
The shopping experience at ICON. mirrors the quality and attention to detail in their clothing. The brand prioritizes customer care, ensuring a seamless journey from browsing to delivery. This personalized service reflects ICON.’s overarching philosophy that every customer deserves to feel valued and confident in their clothing.
ICON.’s emphasis on enhancing the male silhouette is one of its most distinctive features. Their designs strike a delicate balance between being form-fitting and comfortable, offering a polished look without sacrificing ease of movement. This unique approach differentiates ICON. in a market often characterized by a trade-off between style and comfort.
As ICON. continues to expand globally, its impact on men’s fashion grows ever more significant. The brand has cultivated a sense of confidence among its clientele—the empowered feeling that comes from wearing perfectly fitting, stylishly unique clothes.
Looking forward, ICON. is poised to continue its trailblazing path. With each new design and collection, they are not just crafting clothing; they are shaping the future of men’s fashion. They are redefining style and fit for the modern man, providing tools for men to embrace their individuality and express their unique identities confidently.
Samuel Onuha’s advice for aspiring entrepreneurs is a reflection of the drive that has fueled ICON.’s success: “You want to do more, talk more, ask for more, demand more, sell more, love more, and have more. You want to put all of your focus and energy towards building real success and refuse to tolerate anything less. That’s the way to get what you want out of life. You have to demand it, and, more importantly, EXPECT IT.”
The Onuha brothers, through their relentless work ethic and visionary approach, have transformed ICON. into a powerhouse in men’s fashion. By focusing on perfect fits, exceptional quality, and accessible pricing, they have not just dressed men—they have empowered them to own their style and confidently walk into any room.
Published by: Martin De Juan
