It all started as a university business plan: “Men’s Underwear Store – myass.ee.”

Founder Andreas was studying Advertising & Imagology at Tallinn University.

It took nearly ten years before that idea became real.

The concept lived only in a Messenger chat.

No one thought it would work — but the dream refused to fade.

The goal was simple: create something strong and timeless.

Then came the name — August Sabbe — and it felt instantly right.

Trademark registered. Legacy honored.

The team behind August Sabbe is more than just a team — it’s a family.

A husband, Andreas, a wife, Mariliis, their daughter Vanessa, and their dog Sarah moved from Tallinn to Võrumaa — deep in southern Estonia — into a tiny container home surrounded by forest and wild nature.

That little space became their startup HQ, where family life and brand building blended together.

Mariliis joined the mission, learned Amazon operations, and began sourcing suppliers — turning everyday chaos into the foundation of August Sabbe.

Months of trial and error, failed samples, and late nights.

Finally, Laura, a talented clothing modeler from the Tallinn University of Applied Sciences (TKTK) brought the first designs to life — and the vision started to take shape.

Mission: create a box no other underwear brand had.

“99 out of 100 brands only show men. We wanted women too — because that’s who men buy for.”

And so, the Sabbe box was born.

Designed by Rasmus, a close friend and the creative mind behind Sabbe’s visual DNA.

“If it ever takes off,” he said, “I’ll either send an invoice — or join the ownership circle.”

Shipments were late — so late we started thinking we’d been scammed and had lost tens of thousands of dollars.

But when the boxes finally landed — relief, disbelief, and a huge smile.

A new chapter — and a new heartbeat.

Their second child, a son named Osvald, was born.

Between diaper changes and
building the business, the family — and the brand — kept growing stronger.

A story on Delfi, one of Estonia’s biggest online media outlets, changed everything.

By nightfall: €5,000 in sales and hundreds of new followers.

“We thought someone was calling, but it was just Shopify notifications — nonstop.”

Packing boxes, improving fits, and building a global community of strong men — and the women who buy for them.

A feature about August Sabbe aired on Täistund, one of Estonia’s national TV programs.

The story resonated deeply with people — and within hours, orders poured in so fast the online store briefly crashed.

It was another reminder of how far the family-built brand had come.

By popular demand, August Sabbe launched its first women’s set.

What started as a brand for men expanded — because women asked for it.

The response was incredible, and the new line became an instant success.

The next chapter: crossing the ocean.

August Sabbe began expanding to the United States — launching a dedicated U.S. store, partnering with local creators, and setting up a 3PL warehouse in California.

A family-born Estonian brand stepping onto the world stage.

From a tiny container in southern Estonia to customers across the world — August Sabbe is a reminder that the spirit of resilience lives in all of us.

These aren’t just boxers. They’re a symbol of strength, loyalty, and freedom — built for those who already live by that code.

You’re not just part of the story.

You are the hero.