Ruben poses during ICON Amsterdam photoshoot in Iceland for new collection launch.
Photo credit: AMD Digital
Written by Nia Bowers
Fashion moves fast. Trends cycle quicker than seasons, and style is often treated as something to constantly refresh, reinvent, or replace. What is considered relevant today can feel outdated within months, sometimes weeks.
Against that backdrop, building a sense of style with intention has become increasingly rare.
Ruben Onuha believes that this pace is part of the problem. In a world where clothing is often used to chase attention, he sees personal style as something quieter, more stable, and more reflective of how someone chooses to move through life.
For him, style is not about reacting. It is about alignment.
Why trends create noise, not identity
Trends are not inherently bad. They often reflect shifts in culture, creativity, and self-expression. But when trends become the foundation of personal style, something gets lost.Constantly changing how you present yourself can create visual noise. It can dilute identity rather than strengthen it. When everything is about what is next, there is little room for consistency or clarity.
Ruben sees this in fashion, but also in branding and marketing. The most recognisable brands are rarely the ones chasing every new moment. They are the ones that repeat their core message until it becomes unmistakable.
The same principle applies to how individuals dress. Style built around intention does not need constant explanation. It becomes recognisable through repetition, restraint, and confidence.
Clothing as a reflection of mindset
What someone wears influences more than how they are perceived. It shapes how they feel, how they move, and how they show up.Ruben approaches clothing as a functional extension of mindset. Pieces are chosen not to impress, but to support daily life. Comfort matters. Fit matters. Simplicity matters.
When clothing works with you rather than against you, it removes friction from the day. Decisions feel lighter. Focus improves. There is less mental energy spent adjusting, correcting, or second-guessing.
This idea of dressing with intention is closely tied to presence. Instead of using clothing to perform, it becomes a tool that allows someone to be fully engaged in whatever they are doing.
The value of consistency in style
Consistency is often misunderstood as boredom. In reality, it is one of the strongest signals of confidence.Repeating silhouettes, colours, and fits is not a lack of creativity. It is a decision to refine rather than constantly reinvent. Over time, this repetition builds familiarity and trust, both internally and externally.
Ruben views consistent style the same way he views long-term brand building. You do not need to say something new every day to be relevant. You need to say the right thing clearly, again and again.
This approach stands in contrast to the pressure many feel to constantly update their look to keep pace with what is trending online. In practice, that pressure often leads to overconsumption and underconfidence.
Intentional style slows the cycle. It prioritises longevity over novelty.
Fashion, restraint, and modern masculinity
There has been a noticeable shift in how modern masculinity is expressed through fashion. Loud logos, exaggerated silhouettes, and overt status signals are losing ground to something more restrained.Ruben sees this as a natural correction.
Modern masculinity is becoming quieter. Less about proving, more about being. Style plays a role in that evolution by moving away from spectacle and toward composure.
This does not mean dressing conservatively or without personality. It means choosing pieces that feel grounded and deliberate. Clothing that supports presence rather than demanding attention.
In that sense, restraint becomes a form of self-respect.
When fashion and brand philosophy align
This mindset is also reflected in Ruben’s work with ICON, where clothing is designed around discipline, consistency, and everyday wearability rather than short-term trend cycles.The goal is not to dominate attention, but to earn trust over time. To create pieces that fit into real lives and real routines. Clothing that feels intentional without feeling forced.
By focusing on refinement rather than reinvention, the brand mirrors the same philosophy Ruben applies personally. Style as a steady signal, not a seasonal statement.
Choosing intention over impulse
In a trend-driven world, impulse is easy. Intention takes effort.Building style with intention requires knowing what works for you and committing to it. It means understanding that not every trend needs a response, and not every moment requires a new look.
For Ruben, this approach extends beyond fashion. It reflects how he thinks about identity, work, and growth. Progress does not always come from adding more. Often, it comes from removing what is unnecessary.
Intentional style is not about standing out. It is about standing firm.
And in a world that moves as fast as ours does, that quiet consistency can be the most powerful statement of all.
Choosing intention over impulse
In a trend-driven world, impulse is easy. Intention takes effort.Building style with intention requires knowing what works for you and committing to it. It means understanding that not every trend needs a response, and not every moment requires a new look.
For Ruben, this approach extends beyond fashion. It reflects how he thinks about identity, work, and growth. Progress does not always come from adding more. Often, it comes from removing what is unnecessary.
Intentional style is not about standing out. It is about standing firm.
And in a world that moves as fast as ours does, that quiet consistency can be the most powerful statement of all.
icon-amsterdam.com
Ruben Onuha
