Jamie Small is the founder of Those Ones, a premium men’s underwear brand built on one core belief — discipline shapes identity. After years of real-world experience as an electrician, business owner, and former professional athlete, Jamie developed a mindset grounded in consistency, accountability, and doing the hard things when no one is watching. Those Ones was created to reflect that standard — not just as a product, but as a daily reminder that every choice matters. Designed for men who hold themselves to a higher level, the brand represents a commitment to showing up, backing your word, and living with intent — because every rep, every decision, every moment 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.