Since its inception in 2015, ON THAT ASS has been revolutionizing the men’s underwear market with a fresh and innovative approach. The Dutch brand has quickly gained a reputation for its bold designs, high-quality materials, and unique business model that challenges traditional retail practices. What started as a niche brand has now grown into a significant player in the men’s fashion industry, offering a subscription service that delivers a new pair of designer boxer shorts to your door each month. This blog explores how ON THAT ASS is redefining men’s underwear, focusing on its innovative strategies, customer engagement, and commitment to quality.
A Bold Entrance: The Founding of ON THAT ASS
ON THAT ASS was founded in 2015 with a mission to disrupt the men’s underwear market, which had long been dominated by a few major players offering fairly conservative designs. The founders of ON THAT ASS recognized a gap in the market for fun, vibrant, and high-quality men’s underwear that could stand out both in terms of design and customer experience. They aimed to create a brand that would not only offer unique products but also redefine how men purchased their underwear.
The brand’s entry into the market was marked by its bold and creative designs, which quickly set it apart from the competition. ON THAT ASS introduced boxer shorts with eye-catching patterns, bright colors, and playful themes, making underwear a statement piece rather than just a necessity. This approach resonated with a younger, fashion-forward audience looking for something different from the standard offerings.
Subscription Model: Changing the Way Men Buy Underwear
One of the most innovative aspects of ON THAT ASS is its subscription-based business model. Unlike traditional retailers that sell underwear in stores or online, ON THAT ASS offers a monthly subscription service. For a fixed monthly fee, subscribers receive a new pair of designer boxer shorts delivered directly to their door. This model not only simplifies the shopping experience but also adds an element of surprise and excitement, as subscribers never know exactly what design they’ll receive each month.
The subscription model has proven to be a game-changer in the industry. It offers convenience, consistency, and a sense of novelty, which appeals to consumers who value both style and practicality. By removing the need for customers to repeatedly shop for underwear, ON THAT ASS has created a loyal customer base that eagerly anticipates each month’s new design. This model also allows the brand to maintain a direct relationship with its customers, gathering valuable feedback and fostering a strong sense of community.
Design Philosophy: Creativity at the Core
At the heart of ON THAT ASS’s success is its commitment to creativity and design. Each pair of boxer shorts is a work of art, featuring bold prints and patterns that are both playful and sophisticated. The brand collaborates with a team of talented designers who draw inspiration from various sources, including pop culture, nature, and abstract art, to create unique and eye-catching designs.
ON THAT ASS’s design philosophy goes beyond aesthetics; it’s about expressing individuality and breaking away from the monotony of traditional men’s underwear. The brand’s designs cater to men who want to make a statement, whether through vibrant colors, quirky patterns, or themes that reflect their personality and interests. This focus on creativity has helped ON THAT ASS carve out a niche in the market, attracting customers who appreciate originality and flair in their wardrobe choices.
Quality and Comfort: The Foundation of Every Pair
While ON THAT ASS is known for its striking designs, the brand has also built a reputation for quality and comfort. The company places a strong emphasis on using premium materials that provide a comfortable fit and long-lasting durability. Each pair of boxer shorts is made from a blend of high-quality cotton and elastane, ensuring they are soft, breathable, and flexible.
The attention to detail in the construction of the underwear is another key factor in the brand’s success. ON THAT ASS ensures that each pair is crafted with precision, from the stitching to the waistband, to provide a comfortable and secure fit. The brand’s commitment to quality is evident in the positive feedback from customers, who praise the comfort and durability of the boxer shorts. By prioritizing both style and substance, ON THAT ASS has been able to maintain a high level of customer satisfaction and loyalty.
Sustainability: A Commitment to Ethical Practices
In addition to its focus on design and quality, ON THAT ASS is committed to sustainability and ethical practices. The brand recognizes the importance of reducing its environmental impact and has implemented various initiatives to achieve this goal. For example, ON THAT ASS uses sustainable packaging materials, including recyclable boxes and minimal plastic, to reduce waste.
The company is also mindful of its supply chain, working with manufacturers who adhere to ethical labor practices and environmental standards. ON THAT ASS is continually exploring ways to make its production processes more sustainable, from sourcing eco-friendly materials to reducing energy consumption. This commitment to sustainability resonates with consumers who are increasingly looking for brands that align with their values and contribute to a more responsible fashion industry.
Building a Community: The ON THAT ASS Experience
One of the standout features of ON THAT ASS is its ability to build a strong and engaged community around its brand. The subscription model naturally fosters a sense of belonging, as subscribers become part of an exclusive group that receives new designs each month. ON THAT ASS has capitalized on this by creating a vibrant online community where customers can share their experiences, discuss the latest designs, and connect with like-minded individuals.
The brand’s social media presence plays a significant role in this community-building effort. ON THAT ASS regularly engages with its followers through interactive content, such as design polls, giveaways, and user-generated content campaigns. This approach not only strengthens the bond between the brand and its customers but also helps to attract new subscribers who are drawn to the sense of community and shared enthusiasm for the brand’s products.
Conclusion: ON THAT ASS and the Future of Men’s Underwear
Since its founding in 2015, ON THAT ASS has redefined men’s underwear with its innovative subscription model, bold designs, and commitment to quality and sustainability. The brand has challenged traditional retail practices and carved out a unique space in the market, appealing to men who value style, comfort, and originality. As ON THAT ASS continues to grow, it is poised to further disrupt the industry and set new standards for what men’s underwear can be.
The success of ON THAT ASS demonstrates that there is a demand for creativity and innovation in all aspects of fashion, even in categories as seemingly straightforward as underwear. By staying true to its core values and continuing to push the boundaries of design and customer experience, ON THAT ASS is well-positioned to lead the way in the future of men’s underwear. The brand’s journey is a testament to the power of bold ideas and the importance of staying connected to the needs and desires of its customers.
