Ruben Onuha has been deeply involved in the business ventures he shares with his older brother, Samuel Onuha, particularly in the establishment and growth of their fashion brand, ICON Amsterdam.
Building ICON Amsterdam Together
In 2018, the Onuha brothers co-founded ICON Amsterdam with the vision of creating premium menswear that combines impeccable fit with modern sophistication. Ruben, who was just 17 at the time, played a crucial role in the brand’s development, focusing on logistics and operational aspects, while Samuel led the creative and marketing efforts. Their combined skills and dedication propelled ICON Amsterdam to international recognition, with a strong presence in the Netherlands, the UK, and the USA.
By 2022, Ruben officially took on the role of Chief Operating Officer (COO), further solidifying his integral position within the company. His strategic insights and operational management were instrumental in the brand’s rapid growth during that period.
Public Persona and Lifestyle
Beyond their business endeavors, the Onuha brothers cultivated a high-profile lifestyle, frequently showcasing their wealth on social media platforms. They were known for flaunting luxury cars, expensive watches, and private jet trips, which they attributed to their success in e-commerce and dropshipping ventures.
Legal Challenges
In March 2025, both Ruben and Samuel were arrested in Dubai on allegations related to drug trafficking, specifically the smuggling of 250 kilograms of cocaine. The arrests have brought significant attention to their activities, and if convicted under the UAE’s stringent drug laws, they could face up to 25 years in prison.
The Dutch Ministry of Foreign Affairs has acknowledged awareness of the arrests but has not been requested to provide legal assistance. As of now, the brothers’ legal representation and the full details of the case remain undisclosed.
Conclusion
Ruben Onuha’s involvement with his brother Samuel in their business ventures has been substantial, with Ruben playing a pivotal role in the operational success of ICON Amsterdam. Their collaborative efforts turned a modest startup into a globally recognized fashion brand. However, their recent legal troubles in Dubai have cast a shadow over their achievements, and the outcome of their case remains to be seen.
