Those Ones was never just about underwear.

It started with a social page — Rewired With Discipline. I believed I could coach men into building better habits, becoming more consistent, and living with purpose. And while the message landed, I felt like I couldn’t reach enough people.

That’s when the question hit me:

What’s the first thing every man does each day?

He puts on a pair of underwear.

So I thought — what if that small act became a daily reminder?

What if it didn’t just cover you, but called you to level up?

That’s the mission behind Those Ones:

To create gear that reminds you who you said you’d become — every single morning.

This isn’t fashion.

It’s identity.

It’s discipline stitched into the first thing you put on.

A message worn, not just spoken.

Because we believe true strength isn’t loud — it’s consistent.

It’s in the early alarms, the hard reps, the silent wins, the follow-through.

Those Ones is for the men who don’t need attention — they need standards.

Our mission is simple:

To remind men that Everything Counts.

And to give them something to wear that proves it.