It began as a university business plan: a men’s underwear store.

The idea lived quietly for years — not validated by anyone, but not forgotten either.

We wanted something strong and timeless. The name August Sabbe felt instantly right.

A small container home in Võrumaa became our HQ — family life and brand building, side by side.

Months of trial, failed samples, and refinement — until the first designs finally clicked.

We created a box with a clear point of view — simple, bold, and instantly recognizable.

After delays and uncertainty, the first shipment landed. That’s when the brand became real.

A major Estonian media feature brought the first wave of orders — and confirmed the demand.

The story reached a wider audience, and the store briefly struggled to keep up.

We launched a dedicated U.S. store and partnered with a local 3PL in California for fast delivery.