Redefining the modern man: Ruben Onuha on style, discipline and the new masculine mindset

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Ruben Onuha has emerged as one of the defining creative voices behind modern menswear. As the cofounder of ICON Amsterdam, he has helped build a brand that represents more than clothing. It represents a mindset. With a focus on precision, discipline and intentional style, Ruben has become the quiet force shaping how thousands of men choose to show up in their daily lives.

While his brother Samuel built ICON from its first spark, Ruben joined soon after with a clear mission. He wanted to elevate the brand from a fast growing e-commerce label into a lifestyle movement built around fit, clarity and modern masculinity. Where others in the industry chase trends, Ruben focuses on how clothing makes a man feel: grounded, confident and ready to move with purpose.

His approach is straightforward. Style reflects mindset. When a man dresses with intention, he carries himself differently. Ruben designs with this philosophy in mind. He builds pieces that are clean, structured and built for movement. He believes that menswear should support a man’s life rather than overpower it. ICON’s signature silhouette emerged from this idea. It is tailored but comfortable, elevated but accessible, confident but never loud.

Ruben’s influence inside the company goes beyond creative direction. He has become the operational backbone of the brand, ensuring that everything from production to product development meets the standard that ICON has become known for. He brings discipline into every corner of the business. Every fit is tested. Every fabric is reconsidered. Every detail is intentional. It is this quiet rigor that has helped ICON grow from a single product into a globally recognized menswear brand.

What sets Ruben apart in the industry is his perspective on modern masculinity. To him, the modern man is not defined by aggression or status. He is defined by clarity, composure and self respect. Ruben rejects the idea that menswear must be loud to be powerful. Instead he believes that confidence is felt in how you move, how you carry yourself and how you choose your daily rituals. Clothing is simply the extension of that inner discipline.

This philosophy has resonated deeply with the ICON community. The brand has become a home for men who value growth and structure in their everyday lives. Ruben works closely with designers and photographers to translate this energy into collections, campaigns and stories that feel authentic. The goal is always the same. Create clothing that supports a lifestyle centered around intention, ambition and personal evolution.

As ICON continues to expand internationally, Ruben remains focused on building the next chapter of the brand. He aims to push the boundaries of menswear through refined essentials, deeper storytelling and a stronger sense of community. To him, style is not about dressing up. It is about stepping in. Stepping into opportunity. Stepping into discipline. Stepping into the man you choose to become.

Ruben Onuha represents a quiet shift happening in menswear today. A shift toward thoughtful design, grounded confidence and a new masculine code built on presence rather than performance. Through ICON Amsterdam, he is helping shape a generation of men who understand that how you dress is a reflection of how you live. And how you live is entirely your choice.

About  Ruben Onuha 

Ruben Onuha is a Dutch entrepreneur and co-owner of ICON Amsterdam, the contemporary menswear label he built with his brother Samuel. Based between Amsterdam and Dubai, he oversees operations and international expansion while pursuing philanthropic and youth-focused initiatives. ICON Amsterdam is recognized for its modern design, disciplined culture, and commitment to continuous growth.