From Chaos to Culture: How ICON Amsterdam Built a Resilient Team After Near-Bankruptcy

When ICON Amsterdam nearly collapsed in 2022, most outsiders saw just another fashion brand on the brink. But behind the scenes, the crisis became something far more powerful — the catalyst for one of the most remarkable comebacks in European menswear.

Today, ICON is not only thriving again but stronger than ever - a model of how discipline, clarity, and culture can turn a company's lowest moment into its defining one.

The Breaking Point

In 2022, ICON Amsterdam — once one of Europe's fastest-growing DTC menswear brands — found itself in uncharted territory. Rising costs, wrong hires, and a series of operational missteps had pushed the company to the edge.

'After the downturn, I became even more hands-on', recalls founder Samuel Onuha. 'It wasn't about control; it was about getting back to basics and understanding what always worked for the brand.'

For a business built on precision and presence, the chaos was disorienting. The team had lost its rhythm, communication broke down, and focus drifted from what made ICON successful in the first place: clean design, consistency, and a culture of accountability.

It was in that moment, Samuel says, that he realised the only way forward was inward.

Rebuilding From the Inside Out

'The rebuild started with people', he explains. 'We rebuilt ICON Amsterdam from the inside out - realigning the people, the product, and the purpose.'

Samuel and his brother, Ruben, went back to the foundation: dissecting what had gone wrong and resetting how decisions were made. Together, they analysed the market, studied the competition, and rebuilt the brand's creative and operational systems piece by piece.

'By really understanding the landscape, we were able to adapt faster than ever before', Samuel says. 'We made smarter design and pricing decisions, and saw immediate results - quicker sell-through, stronger customer response, and renewed confidence across the team.'

Externally, the duo brought in a new marketing agency to refine ICON's storytelling and brand experience. 'It wasn't just about spending more', he notes. 'It was about understanding the emotional triggers that make people buy our products.'

The Culture Reset

Inside the company, change ran even deeper. Samuel introduced what he calls the Company Command Center — ICON's fully transparent hub in Amsterdam. It's more than an office; it's the nerve center of the brand.

'There's no mystery inside ICON Amsterdam', he says. 'Everything is visible, and everyone is accountable.'

Weekly kick-offs, daily stand-ups, and quarterly in-person reviews became the rhythm of the business. WhatsApp groups were replaced with Slack channels, creating structure and visibility across every department.

In an age of remote work, Samuel doubled down on physical proximity. 'The office is our heartbeat', he explains. 'It keeps everyone connected, focused, and responsible toward our shared goals.'

That transparency transformed trust — and trust rebuilt the culture.

Leadership in the Fire

If the crisis exposed the cracks, it also refined the leader.

'A crisis happens when there's not enough transparency — when things get delayed, hidden, or ignored', says Samuel. 'The fix is simple: make every project, department, and KPI visible. That's how you rebuild trust.'

But transparency alone isn't enough. Samuel is equally clear about where collaboration ends and leadership begins. 'I value collaboration in every form', he says, 'but I don't compromise on creative direction. Creative vision is the soul of the brand.'

That balance — between inclusion and clarity — now defines ICON's management DNA.

The ICON of Today

Two years later, ICON has emerged as a very different company: leaner, faster, and more mature.

'Ninety percent of the brand is now self-sufficient', Samuel says proudly. 'We've built frameworks that empower teams to make decisions without constant approvals. When you trust your teams, you reduce friction and increase precision.'

The results speak for themselves. ICON's systems are stronger, its product quality sharper, and its reputation solidified. 'Our customers now see ICON Amsterdam in a completely different light', he adds. 'We're over-delivering — what we do is too good for how much we ask.'

Beyond the Brand: Collaboration as a Creed

The rebuild didn't just save the company; it reshaped how Samuel thinks about success.

'At the end of the day, collaboration isn't just about working together — it's about trust, alignment, and belief in a shared goal', he says. 'The strongest partnerships are the ones where everyone feels ownership — as if it's their brand too.'

It's a mindset he believes will define the next decade of fashion entrepreneurship. 'We're entering a new era where founders are front and center', he explains. 'People don't just buy products anymore; they buy into people and purpose.'

A Legacy of Clarity

If there's one lesson Samuel wants other founders to take away, it's this: chaos is inevitable — but culture is a choice.

'When you build a culture that thrives on transparency and ownership', he says, 'that's when a brand becomes unstoppable.'

From near-bankruptcy to global resilience, ICON Amsterdam's story isn't just about survival — it's about evolution. What began as a fashion label has become something much more enduring: a brotherhood built on clarity, discipline, and the quiet confidence to rebuild from within.

About Samuel Onuha

Samuel Onuha is a Dutch entrepreneur, investor, and founder of ICON Amsterdam, a direct-to-consumer fashion brand he launched in 2018 and grew into a multi-eight figure business. With a background in e-commerce and digital marketing, Samuel has built a reputation for spotting trends early and translating them into global growth. Beyond ICON, he shares insights on entrepreneurship, resilience, and the future of fashion through his speaking, consulting, and online content, inspiring a new generation of business leaders. Committed to giving back, Samuel pledges ten percent of his profits to philanthropy and community projects worldwide. Learn more at samuelonuha.com or icon-amsterdam.com.