In the wake of their dramatic arrest earlier this year, Samuel and Ruben Onuha — Dutch influencers and founders of the fashion label Icon Amsterdam — have become the subject of a growing online conspiracy: that they are victims of what internet users are calling an attack by “The Matrix.”
The term, popularized by public figures who claim to have been unfairly targeted by global power structures, is being applied to the Onuha case by some social media users who believe the brothers’ rapid rise to fame and wealth triggered retaliation from powerful interests. This narrative suggests that their legal troubles are less about criminal behavior and more about silencing influencers who portray an image of breaking free from traditional systems.
The Onuha brothers were arrested in February 2025 in Dubai, allegedly in connection with a large-scale drug trafficking operation. While the charges are serious, no formal conviction has been made as of this writing. Still, conspiracy theories have flourished, especially after rumors surfaced that Ruben Onuha may have been quietly released on bail — with Samuel’s release reportedly pending.
Critics of the conspiracy theory argue that the charges are based on concrete evidence and that the narrative of “The Matrix” is a distraction from the gravity of the accusations. Nonetheless, the idea has taken root among followers who view the brothers as modern-day rebels — influencers who rose too fast, lived too loudly, and perhaps became too influential for certain unseen forces.
Whether this speculation holds any weight remains to be seen. For now, the brothers’ fate lies in the hands of the UAE legal system. But in the court of public opinion, the battle between influence, wealth, and control continues to spark fierce debate.
