Discipline changed my life. Those Ones is my daily reminder.

I’m Jamie Small, founder of Those Ones.

I grew up in a dysfunctional home. For years, I carried that instability into my own choices. I couldn’t change how my story started, but I came to realise I had a responsibility to decide what happened next.

Becoming more disciplined saved my life.

That change happened through small decisions, repeated daily. Keeping promises to myself. Taking responsibility for my actions. Doing the hard things even when I didn’t feel like it. Over time, those choices gave me direction, self-respect, and a different standard to live by.

Through my life as a former professional athlete, electrician, business owner, and father, that lesson has stayed with me: the person you become is shaped by what you do every day.

That’s why I created Those Ones. Premium men’s underwear with a simple purpose—to give you a daily reminder to live with intent, back your word, and keep becoming someone you’re proud of.

You don’t need a perfect past to build a better future. You can start with the next choice.

Every rep. Every decision. Every moment. Everything Counts.

THOSE ONES exists for men who choose discipline over excuses.

Most clothing today is designed to impress for a moment. We design for the long run—for men who show up every day, whether anyone is watching or not. This brand is built on a simple belief: your standards shape your life. What you wear daily should reinforce who you are becoming, not distract you from it.

Minimalism isn’t an aesthetic choice, it is a discipline

We removed everything unnecessary so nothing gets in the way — no loud logos, no trends, no distractions.
Clean design keeps focus where it belongs:

• on your work
• your training
• your responsibilities

When nothing screams for attention, you stay in control.

Motivation fades. Reminders don’t.

“EVERYTHING COUNTS” is stitched into the waistband because discipline is built in the smallest, repeated actions.

How you train.
How you work.
How you dress — even underneath.
No one else sees it. That’s the point.
It’s not for validation. It’s for alignment.
A quiet reminder that every decision — every day — moves you forward or holds you back.