Milestone: ICON. AMSTERDAM sells 100,000 pairs of trousers worldwide


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. 


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.