How to make a men’s underwear brand successful

We are a men’s underwear manufacturer based in China with over a decade of experience in the industry. Over the years, we’ve worked with countless startup brands from all over the world — some have grown into thriving businesses, while others struggled after their very first order.

With the rise of social media, we’ve seen a new wave of influencer-led underwear startups entering the market. Drawing from our experience, we’re committed to analyzing more brand cases, identifying their business models and key success factors. We hope these insights can serve as valuable references — and most importantly, help you succeed.

“On That Ass” is a men’s underwear subscription brand headquartered in the Netherlands, which has achieved remarkable success in the European market. Its success comes not only from the product itself, but also from the deep integration of brand strategy, user psychology and digital marketing methods. The following is an analysis of several core factors of its success in Europe:

1. Free Trial + Subscription-Based Business Model

Key Features:

– Offers one pair of men’s underwear for free as a trial (users only pay for shipping or connect a credit card)

– Customers are automatically enrolled in a monthly subscription plan

– Simple cancellation process builds trust and reduces risk perception

Why it works psychologically:

– “Free” equals low-risk try-before-you-buy

– Surprise/unboxing element creates emotional engagement

– Once customers get used to the comfort and style, retention rates go up significantly

2. Bold Brand Aesthetic + Exclusive Designs

Design Approach:

– New, unique underwear design launched every month

– Moves beyond “functional” underwear and positions it as a fashion item

– Strong visual identity and packaging aligned with Instagram aesthetics

Impact:

– Attracts younger consumers, especially men aged 18–35

– Creates brand recall and social media shareability

3. Marketing-Driven, Direct Channel Growth Strategy

Core Tactics:

– High-frequency, well-targeted social media ads (Instagram, Facebook, TikTok)

– Leverages UGC (User Generated Content) such as try-on reviews, couple reactions, and humorous unboxings

– Content tone is youthful, witty, and sometimes playfully provocative

Sales Channels:

– Primarily sells through its own official website

– Avoids reliance on third-party platforms like Amazon

– Data-driven sales funnel: Ad → Free Trial → Subscription → Referral

4. High Product Quality & Comfort

Materials & Fit:

– Uses modal, stretch cotton, and other comfort-first fabrics

– Focuses on waistband elasticity and skin feel

– Clear sizing system and easy return/exchange policy

**Common User Feedback:**

– “Surprisingly comfortable”

– “Better than I expected”

– “Fits like a glove”

5. Localized Operations & Fast Shipping Across Europe

– Warehousing and logistics are based in Europe for 1–3 day delivery

– Multi-language website: Dutch, German, French, Italian, Spanish, etc.

– EU e-commerce compliant: smooth returns and responsive service

6. Ongoing Content Strategy & Community Building

– Member community with early access to new designs and exclusive perks

– Email marketing + push notifications to boost retention

– Seasonal, couple editions, limited collabs keep customers engaged

Summary: Core Elements Behind On That Ass’s Success

Not just a Underwear Supplier. Your brand starts here.——SUNIN