ICON. AMSTERDAM: The Fashion Powerhouse Born From a Bedroom

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Jul. 20 2023, Published 3:02 a.m. ET

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In 2018, a fashion revolution was born in a humble bedroom in an ambitious entrepreneur’s mother’s home: ICON. AMSTERDAM. The innovator driving this revolution is Samuel Onuha, who is both the company’s founder and CEO, as well as its heart and soul. The brand, which has redefined men’s fashion, now stands as an eight-figure fashion empire. Over the past five years, ICON. AMSTERDAM's rapid ascent in the fashion world has been nothing short of inspirational. Its seamless blend of superior product quality and Onuha’s visionary leadership has positioned this trendsetting company as an industry disruptor.

Onuha's story is one of relentless spirit. It’s the tale of an underdog who refused to accept the constraints of his circumstance. Despite his austere beginnings, Samuel was imbued with an indomitable will and an eye for potential. He has guided the brand with an agile hand and a visionary's foresight, all the while retaining his humility and appreciation for the journey.

As ICON. AMSTERDAM emerged from obscurity, it quickly drew attention to its innovative and daring new approach to men's fashion. The brand's signature product, impeccably fitting trousers, swiftly became the industry's must-have item. Over 500,000 pairs of these trousers have been sold since their introduction, illustrating the magnetic appeal of the brand's designs.

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"We cater to the modern man," Onuha explains. "Our trousers are not mere attire, but a lifestyle choice, an affirmation of identity." The brand doesn’t just provide a product—it delivers an unparalleled fit, quality, and style that resonates deeply with the company’s clientele. Proof of how strongly the market has embraced ICON. AMSTERDAM’s trousers is evidenced in the brand's staggering forty percent return customer rate.

Onuha's shrewd leadership has proven instrumental in propelling the brand toward its meteoric ascent, but the journey was not undertaken alone. His brother, Ruben Onuha, joined the ranks as COO in 2022. Ruben’s keen strategic insight has been a catalyst for the rapid growth the brand has experienced over the last twelve months.


In the mere five years since its inception, ICON. AMSTERDAM has shattered expectations, surpassing eight figures in annual revenue. This is not simply an affirmation of financial success. It is a resounding endorsement of the brand's essence: quality, style, and innovation.

Nevertheless, ICON. AMSTERDAM is not one to rest on its accomplishments. Expansion plans are currently underway, with imminent plans to open warehouses in the United States and the United Kingdom, further facilitating its global reach. The company currently operates from a warehouse in Europe. However, the company’s ambitious objective and demonstrated success will unquestionably pave the way for more robust international growth.

To witness ICON. AMSTERDAM's rise from its humble beginnings to an eight-figure brand is to appreciate the power of dreams backed by determination. Samuel Onuha has created not only a successful business but is an icon of tenacity and vision.

ICON. AMSTERDAM is more than just a high-growth fashion brand. It embodies the story of a bold dreamer who started with limited resources but an insatiable passion for challenging the status quo. The brand’s rapid ascension demonstrates that success is possible regardless of one's starting point. It is a remarkable story that continues changing the narrative of men's fashion.


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