ON THAT ASS Lux Socks

ON THAT ASS is a fast-growing subscription-based fashion brand that has disrupted the traditional retail model for men's undergarments. Founded in 2015 in the Netherlands, the brand initially gained popularity through its unique monthly underwear subscription, which delivers exclusive designs directly to consumers. The 'Lux' socks collection featured in the image is an extension of their lifestyle product line, maintaining the brand's signature bold and artistic aesthetic.

The brand is headquartered in Rosmalen, Netherlands, where the creative direction and product designs are conceived. While the brand carries a strong Dutch identity, its manufacturing processes are primarily outsourced to production facilities in China to handle large-scale global distribution. The company is privately held by its original founders and continues to operate as an independent entity under the ON THAT ASS International B.V. corporate structure, focusing on digital-first retail and international expansion across European markets.