Why Modern Menswear Is Shifting Away From Loud Trends, According to Samuel Onuha

For much of the last decade, men’s fashion was defined by visibility. Logos grew larger, silhouettes became louder, and style often felt performative rather than personal. Dressing well was less about taste and more about being seen. That tide is turning.

According to Samuel Onuha, founder of Amsterdam-based menswear label ICON, modern menswear is entering a quieter phase – one shaped by restraint, intention, and confidence rather than noise. It’s a shift he’s observed not just through design, but through how men are choosing to dress in real life.

“Loud trends burn fast,” he says. “What lasts is how something makes you feel when you wear it repeatedly, not how it looks once online.”

From Statement to Substance

Menswear cycles have always moved quickly, but recent years pushed that speed to extremes. Trend drops came weekly. Social feeds rewarded novelty over longevity. Clothing became content.

Now, there’s a noticeable pull in the opposite direction.

Men are gravitating towards pieces that feel stable rather than reactive. Clean silhouettes, muted palettes, and well-considered fits are replacing statement items designed to dominate attention for a single season.

This isn’t about minimalism for its own sake. It’s about substance.

“Style is becoming less about announcing yourself,” Samuel notes, “and more about feeling grounded in what you’re wearing.”

Confidence Without Performance

One of the defining traits of this shift is confidence – but not the showy kind. Instead of fashion as performance, there’s a growing preference for clothing that supports everyday life without demanding constant explanation.

The rise of understated tailoring, elevated basics, and neutral tones reflects a broader cultural change. Men are dressing for fluid days that move between work, travel, social plans, and downtime. Clothing needs to adapt quietly, not dominate the moment.

Ruben Onuha, Samuel’s younger brother and co-founder of ICON, has also observed this change. Rather than chasing seasonal statements, there’s a stronger emphasis on consistency – how a wardrobe functions as a whole rather than as individual moments.

The message is subtle but clear- confidence no longer needs volume.

Dressing for Longevity, Not Algorithms

Part of the move away from loud trends is driven by fatigue. Trend cycles accelerated by social media have left many consumers feeling overwhelmed, disconnected, and dissatisfied with clothing that quickly loses relevance.

In response, menswear is rediscovering longevity.

Pieces are being chosen for how they age, how often they’re worn, and how seamlessly they integrate into an existing wardrobe. Style decisions are becoming more personal and less performative.

“Men want clothes that stay with them,” Samuel says. “Not things that feel outdated after a few months.”

This shift aligns with a growing appreciation for craftsmanship, fit, and repeatability – qualities that don’t always photograph loudly, but matter over time.

Quiet Luxury, Reframed

The phrase “quiet luxury” has been widely used, sometimes loosely. But in menswear, its core idea resonates- quality without overt signalling.

Rather than status conveyed through logos or price tags, taste is expressed through proportion, fabric choice, and restraint. The absence of excess becomes the point.

For Samuel, this doesn’t mean uniformity or blandness. It means intentionality.

“Quiet doesn’t mean boring,” he explains. “It means confident enough not to shout.”

That confidence is increasingly reflected in how men approach style as a whole – fewer impulse purchases, more considered wardrobes, and a growing resistance to trend fatigue.

A Cultural Reset in Men’s Style

What’s happening in menswear mirrors wider cultural shifts. There’s a renewed focus on balance, mental clarity, and authenticity across lifestyle, work, and personal expression. Style is becoming an extension of that mindset.

Men are choosing clothes that support how they live now, not how trends suggest they should present themselves.

The evolution isn’t dramatic, but it’s deliberate.

“It feels like menswear has matured,” Samuel says. “There’s less pressure to prove something, and more space to just be comfortable in your own taste.”

What Comes Next

As loud trends fade, what replaces them isn’t a single aesthetic, but a shared sensibility- dressing with purpose.

Menswear is moving towards fewer, better choices. Towards consistency rather than reinvention. Towards style that feels lived-in, not staged.

For those paying attention, the message is simple. Fashion doesn’t need to shout to be relevant. Sometimes, the most confident statement is choosing not to make one at all.

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.

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