The idea began as a university business plan — “Men’s Underwear Store – myass.ee.” Founder Andreas was studying Advertising & Imagology at Tallinn University. It took nearly 10 years to bring the plan to life.

The idea stayed in a Messenger chat — no one thought it would work.

The goal: something strong and timeless.
“August Sabbe” came instantly — and it felt right. Trademark registered. Legacy respected.

TThe team behind August Sabbe is more than just a team — it’s a family. A husband and wife who moved from Tallinn to Võrumaa, deep in southern Estonia — into a tiny container home surrounded by forest and beautiful nature. It became their startup HQ. Mariliis, the wife, joined the mission, learned Amazon operations, and began sourcing suppliers.

Months of failed samples and learning by doing. Finally found a skilled clothing modeler from TKTK who brought the first designs to life.

Mission: create a box nobody else has. “99 out of 100 underwear 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 creative mind behind the visual DNA of Sabbe. “If it takes off, he’ll send an invoice… or join the ownership circle.”

Shipments were late, but finally the boxes landed. Relief, disbelief, and a huge smile.

A story on Delfi 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 women who notice.

The dream? That one day, every Sabbe fan can also be a Sabbe owner.