ICON. AMSTERDAM has sold more than 100,000 pairs of trousers worldwide and expects to double that number within a year. The young fashion brand – founded in 2018 – experienced an explosive growth after the launch of its most recent winter collection and now sells over 15,000 pairs of trousers a month. With the new summer collection on the way, there seems to be no end to the success.
“When we started developing the most recent collection, no one knew what to expect from the future,” founder and owner Samuel Onuha recalls the situation at the beginning of the current COVID 19 pandemic. “Many of us worked at home, so there was a huge need for comfortable yet stylish jeans, leisure and formal trousers that you could also be seen in outside the house,” says Onuha. “We started working on that and it is now paying off.”
Explosive growth after launching winter collection
Having reached the milestone of 100,000 pairs sold, ICON. AMSTERDAM expects to break through the next barrier of 200,000 pairs of trousers before the end of the calendar year. The majority of the 100,000 pairs sold were items from the latest collection. Especially now that celebrities such as kickboxing champion Rico Verhoeven, Love Island’s Alex Bowen, Instagram model Max Wyatt and YouTube star Vitali Zdorovetski are wearing ICON. AMSTERDAM clothing, the exclusive men’s fashion brand has definitively claimed its place in the global fashion market.
Samuel Onuha and his team have worked hard to achieve this. “Designing a complete line early on in the COVID-19 pandemic, which took this new situation into account, and launching it in time for the winter season involved a lot of time pressure,” Onuha explains. “Moreover, we had to rely completely on our own intuition in such unprecedented circumstances,” he emphasises. “The fact that we are now selling more than 15,000 pairs of trousers a month and can look back on our most successful collection to date, we see as a confirmation that our insights were right.”
New collection coming soon
In just over a month, ICON. AMSTERDAM will launch its new summer collection. Just like the previous collections, it consists entirely of trousers, an ambition the brand wants to maintain in the future. This time, however, the new items are more focused on nightlife, which is gradually starting up again worldwide despite the ongoing pandemic. This includes an improved design, higher quality materials and the possibility to wear the trousers with a belt.
About ICON. AMSTERDAM
ICON. AMSTERDAM was founded in October 2018. Owner and founder Samuel Onuha responded to the demand for stylish trousers with a muscle fit, which were limitedly available in the Netherlands at the time. Since then, ICON. AMSTERDAM launches an annual collection for both the summer and winter seasons, attracting more than 40,000 loyal customers, mainly from the Netherlands, Germany, the United Kingdom and the United States.
Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.
