SAMUEL and Ruben Onuha are a pair of Dutch brothers who created a huge fashion brand.
They began their careers as influencers, before building up a worldwide fanbase.
Growing up in The Netherlands
Samuel and Ruben both came from a small Dutch village, a background that instilled in them the values of hard work and perseverance from a young age.
Opening up about his upbringing, Samuel said that his village was so remote that it is even difficult to find online.
He said: “Literally if you Google where I’m from, you’ll basically almost find nothing.”
Samuel also shared that he felt that he was treated differently as a child because he had a Nigerian father.
He said: “Growing up there wasn’t always the easiest, because my father is from Nigeria and my mother is from the Netherlands.
“They divorced when I was five years old and there were not many people that I could connect to.
“I was a bit different and there was a lot of racism and stuff there.”
He began to achieve fame on YouTube alongside Ruben, building a following of 227,000 followers (as of April 2025).
Becoming a worldwide success
Samuel decided to create his own fashion brand named Icon.Amsterdam, which sells tailored menswear.
Icon.Amsterdam was founded in 2018 with the aim of showcasing the innovative Dutch streetwear culture, especially thriving in the country’s capital city.
Samuel founded the business before bringing his brother onboard in their mission to craft the perfect pair of trousers.
According to their website, they hope to “inspire confidence and individuality in men worldwide”.
Wanting freedom
After forming their million-dollar business, Samuel and Ruben began living between Amsterdam and Dubai.
On his website, Samuel said that his goal has always been to have more freedom.
He wrote: “Starting out I had just one goal in mind, and that was freedom.
“I quickly understood that to truly be free you needed to have money…
“So yes, I wanted to become rich.”
According to Samuel, his business makes $1 million in profit and he regularly shares videos in which he spends tens of thousands of dollars.
