Written by Nia Bowers
How The 26-Year-Old Founder Of Icon Amsterdam Turned Imperfect First Steps Into A Blueprint For Modern Entrepreneurial Success.
Entrepreneur and ICON Amsterdam founder Samuel Onuha has built one of Europe’s fastest growing menswear brands by following one principle that shaped his entire journey: action beats perfection. At only 26, he has turned early dropshipping experiments into a multiple eight-figure business and a global community of young creators and entrepreneurs who look to him for guidance.Samuel grew up in a small Dutch fishing town where opportunity felt out of reach and inspiration was scarce. At 18 he decided to completely change his life and took his first steps into online business. The start was not glamorous. He relied on limited information, learned through trial and error, and worked through setbacks that would have caused many others to quit. What pushed him forward was the belief that momentum creates clarity. Every attempt, even the imperfect ones, moved him closer to building something real.
That mindset eventually led to the creation of ICON Amsterdam in 2018. The brand began with a single product and quickly scaled into a label now valued between 30 and 50 million USD. Samuel built the company on discipline, clear thinking, and an instinctive understanding of what customers wanted. He focused on fit, product quality, and authenticity at a time when much of the industry was chasing hype or volume. His approach was always rooted in movement: keep testing, keep refining, keep showing up.
This philosophy became even more important in 2022 when ICON faced one of its hardest years. The brand was close to collapse. Instead of giving in, Samuel restructured the company, brought the focus back to what originally worked, made key hires, and rebuilt the business from the inside out. The turnaround became one of the most defining chapters in his career. It proved that progress comes from decisive steps taken in uncertainty, not from waiting for perfect timing or perfect conditions.
Today Samuel dedicates much of his time to helping other entrepreneurs avoid the paralysis that comes from overthinking. He believes that too many people wait for certainty before they begin. His message is simple: start now, adjust along the way, and trust that improvement will come with motion. His own path is a clear example of this. From quitting his job at 18, to scaling ICON, to turning down an unsolicited 10 million dollar offer for the brand, his career shows that confidence is built in real time through action.
Beyond business, Samuel is focused on long term impact. He invests in charitable projects, supports young talent, and is building a platform designed to help underprivileged communities access education and opportunity. He often says that success means nothing if it is not used to lift others.
Samuel’s leadership philosophy has become a central part of the ICON identity. It is reflected in the brand’s tone, its disciplined creative direction, and its message of quiet confidence. ICON encourages its community to move with intention and to take control of their own story. It mirrors the mindset that shaped Samuel himself.
For many young entrepreneurs, Samuel represents what is possible when progress is valued more than perfection. His story shows that real success comes from choosing action, staying adaptable, and stepping forward even when the path is unclear. It is a reminder that the first step will always matter more than the perfect plan.
From left to right: at Galleria Vittorio Emanuele II in Milan, and at the Icon Amsterdam headquarters in Dubai during a creative strategy session.
Photo credit: Courtesy AMD Digital.
About Samuel Onuha
A Dutch entrepreneur and founder of ICON Amsterdam, Samuel Onuha, built a multimillion-euro menswear label by 26. After nearly losing it to overexpansion, he rebuilt the brand into a case study in resilience and disciplined leadership — inspiring a new conversation about how digital businesses survive beyond their first viral hit.SAMUEL ONUHA
