Overview
Pairs in Stock
350
Distributed
38
of 76 selected
Pending
38
awaiting distribution
Feedback Received
4
of 38 distributed
Referrals Activated
3
5-digit codes claimed
Feedback Response Rate
4 of 38
·
11%
Hypotheses · 7 total
H1
●
Superior Comfort
Early positive
↑5 100%
H2
●
Price Acceptance
Early positive
↑4 ↓1 80%
H3
●
Recommendation Intent
Early positive
↑2 100%
H4
●
Sizing Accuracy
Early positive
↑2 →1 100%
H5
○
Brand Resonance
Untested
no data
H6
●
Durability
Early positive
↑2 100%
H7
◐
Referral Mechanism
Partial
↑0 →1
Open Decisions
Target unit cost (€9 landed? €6 production-only?)
Excel fixed; awaiting Marita input 2026-04-22
Fulfillment storage pricing model (flat vs. time-based)
Needs Quivo call (Ahmed)
Production order quantity (~1,000–2,000)
Needs Marita quote
PMF metrics & September milestone
Each founder to propose
LDC incentive structure
Carried over
Retail channel strategy
Carried over
Cease-and-desist: atemware.com + atemstore.com
SL to initiate via trademark lawyer
Latest Insights · 6 shown
↑ Durability confirmed post-wash by second size-L tester
2026-03-21
Francesco noted that after washing, the fabric "feels the same." Independently corroborates Ulli Voss's more detailed durability report (6–7 washes, no pilling or feel degradation). D1 now has 2 supporting data points, both from size L.
↑ "I don't have anything" — freedom-of-movement framing, new comfort description
2026-03-21
Francesco described wearing ātem in motion — walking, sitting, moving — as a sensation of wearing nothing at all. This is distinct from general comfort: it is specifically a movement and presence-absence framing. It came unprompted and after a comparison to a quality premium brand, which increases signal weight. No previous tester has used this specific framing.
↑ "I want to replace all mine" — strongest reorder intent heard to date
2026-03-21
Francesco expressed full replacement intent — not just willingness to reorder but a desire to swap out his entire current underwear drawer. He compared ātem favorably to a premium Swiss brand ("Kaleda") he considers high quality. No price hesitation was expressed; his first statement on next steps was asking to buy more. This is the most decisive repurchase framing in the beta dataset so far.
↑ First recommendation intent confirmed; referral card not yet used
2026-03-17
Tom confirmed he would recommend and named specific people (Erdl, birthday early April, size L; and Jürgen). Referral card has not been passed on yet. First direct confirmation of H3.
↓ First 3-pack price pushback; €45 single pair not questioned
2026-03-17
Tom accepted €45/pair without hesitation but flagged the 3-pack at €125: "wenn du es schaffst bei 3 unter 100 zu kommen, wäre es gut." First explicit price sensitivity signal — on the bundle, not the single pair.
↑ Sport and travel are compelling use cases, surfaced unprompted
2026-03-17
Tom called ātem a "perfekte Sporthose" for wearing under training/basketball shorts without a built-in liner, and independently identified long-haul travel (reduced sweating, comfort over time) as a strong use case. Neither was prompted. Both are currently absent from marketing.
Priorities
01
[LDC] Quivo call with Ahmed + SL
02
[SB] Ship Hertha package
03
[SL] Ship XL Schwager order
04
[LDC] Uni coverage
05
[SB → LDC fallback] Shopify website build
06
[LDC] Ask Ines about production-cost reduction levers without quality loss
Decision Records · 7 active
Shopify Website Build — Fallback to LDC If SB Blocked
DR-7 · 2026-04-15 · Accepted
Option C — Soft deadline of 2026-04-22 (next weekly).** SB either starts the Shopify build himself by that date, or shares access credentials and LDC takes over. No further slip after that
Sleeve Hygiene Standard for All Customer Shipments
DR-6 · 2026-04-15 · Accepted
Option A — All customer-facing shipments include the sleeve.** The sleeve is the hygiene envelope and part of the product. Founder-internal handoffs (e.g. a pair to SB's dad) are not customer shipments and do not set the standard
Hertha Package Composition
DR-5 · 2026-04-15 · Accepted
Option A — 4M + 4L + 1XL (9 pairs) to Sami Allagui.** Let the Hertha contact distribute internally. Contact pings SB if more demand emerges; we restock-then-refill rather than over-commit upfront
Task Management — Drop Asana, Adopt Notion
DR-4 · 2026-04-01 · Accepted
Option C: Drop Asana, adopt Notion
Unit Cost Model Structure
DR-3 · 2026-03-19 · Accepted
Option B, with Option C as the target state.** R&D and one-time development costs are excluded from the forward per-unit cost model. They are sunk costs. Marita maintains a separate fully-loaded historical view for capital tracking
Fulfillment Provider
DR-2 · Decided
| Criterion | Weight | Notes |
Website Platform
DR-1 · 2026-03-11 · Accepted
Lean toward Option A (Shopify + custom template).** SB indicated in the 2026-03-11 check-in that the direction is to use Shopify and build a custom template on top. This was not fully locked — SB said he would review it again. Decision should be confirmed once Simon Lorenz is back (week of 2026-03-18) and pricing is finalized
CRM & Revenue
Revenue
€1,815
10 paid orders
Total Testers
76
Distributed
38
Reorders
8
Referrals Claimed
3
Data Gaps (distributed testers)
Missing phone number
30
Orders Log · 12 total
| Date | Name | Program | Type | Size | Product | Amount |
|---|---|---|---|---|---|---|
| 2026-04-14 | Fürst Alexander von Isenburg | ✓ first-50 | first-50-reorder | XL | 1x + 3-pack | €170 |
| 2026-04-13 | Holger Lorenz | ✓ first-50 | first-50-reorder | L | 2× 3-pack | €250 |
| 2026-04-04 | Raúl Galamba | referral | referral-claimed | M | 1x | free |
| 2026-04-03 | Peter Rive | ✓ first-50 | first-50-reorder | L | 1x + 3× 3-pack | €420 |
| 2026-03-23 | Lennart Olbrich | referral | referral-reorder | M | 1x | €45 |
| 2026-03-16 | Felix Gädeke | ✓ first-10 | first-50-reorder | S | 3× 3-pack | €375 |
| 2026-03-13 | Simon Bolz | ✓ first-10 | first-50-reorder | XL | 1x | €45 |
| 2026-03-12 | Estefany Torres Angel | — | order | XL | 1x | €45 |
| 2026-03-11 | Philipp Rokeach | ✓ first-10 | first-50-reorder | L | 3× 3-pack | €250 |
| 2026-02-18 | Alfred Vogel | referral | referral-claimed | L | 1x | free |
| 2026-02-01 | Max Mühlbach | ✓ first-10 | first-50-reorder | L + M | 2× 1x | €90 |
| 2026-01-27 | Hans Jürgen Keller | — | order | M | 3-pack | €125 |
All Candidates · 79 total · 38 distributed · 38 pending
| Name | Size | City | Program | Status | Ref. Code | Reorders | Feedback |
|---|---|---|---|---|---|---|---|
| Benedikt Dienst | M | Lissabon | first-10 | Pending | 93924 | — | — |
| Casper Verltheim | XL | Berlin | first-10 | Pending | 86893 | — | — |
| Christoph Mattey | M | Lissabon | first-10 | Pending | 46903 | — | — |
| Konstantin Sorger | L | Berlin | first-10 | Pending | 93668 | — | — |
| Max Jagdfeld | XL | Berlin | first-10 | Pending | 50220 | — | — |
| Raphael Neuhann | M | München | first-10 | Pending | 43345 | — | — |
| Alex de Brabant | M | — | first-50 | Pending | 48950 | — | — |
| Alexander Steele Bacon | M | Lissabon | first-50 | Pending | 95753 | — | — |
| Andy Tyler | L | — | first-50 | Pending | 41829 | — | — |
| Anton Waitz | L | — | first-50 | Pending | 49616 | — | — |
| Chris Himpelmann | M | — | first-50 | Pending | 54954 | — | — |
| Christian Reber | L | — | first-50 | Pending | 81262 | — | — |
| Christoph Baumeister | M | — | first-50 | Pending | 90568 | — | — |
| Christoph Ochsenfeld | L | — | first-50 | Pending | 83655 | — | — |
| Daniel Terberger | XL | — | first-50 | Pending | 76755 | — | — |
| David Rost | L | — | first-50 | Pending | 64042 | — | — |
| Fabian Heilemann | M | Lissabon | first-50 | Pending | 31431 | — | — |
| Felix Lorenz | L | Rosenheim | first-50 | Pending | 28639 | — | — |
| Flo Meissner | L | — | first-50 | Pending | 30307 | — | — |
| Fürst Alexander von Isenburg | XL | Birstein | first-50 | Pending | 77754 | 1 (2026-04-14) | — |
| Georg Rulffes | XL | — | first-50 | Pending | 90192 | — | — |
| Gerald Schömbs | M | — | first-50 | Pending | 25654 | — | — |
| Holger Lorenz | L | Rosenheim | first-50 | Pending | 30386 | 1 (2026-04-13) | — |
| Jan Voss | M | — | first-50 | Pending | 47808 | — | — |
| Jonathan Lösing | XL | — | first-50 | Pending | 68223 | — | — |
| Julian Hoenig | M | Lissabon | first-50 | Pending | 53219 | — | — |
| Lauro Cress | L | — | first-50 | Pending | 37814 | — | — |
| Magnus Bischofberger | XL | — | first-50 | Pending | 63637 | — | — |
| Matt Fargher | L | — | first-50 | Pending | 84820 | — | — |
| Michael Urban | L | — | first-50 | Pending | 73587 | — | — |
| Moritz Pontani | L | — | first-50 | Pending | 97189 | — | — |
| Niki Jagdfeld | XL | — | first-50 | Pending | 56158 | — | — |
| Niko Schulz-Dornburg | L | — | first-50 | Pending | 42662 | — | — |
| Ole Tillman | L | — | first-50 | Pending | 82874 | — | — |
| Paul Föckler | M | — | first-50 | Pending | 62291 | — | — |
| Roy Lavedan | L | — | first-50 | Pending | 56829 | — | — |
| Tom Schumann | M | — | first-50 | Pending | 93588 | — | — |
| Uwe Horstmann | L | — | first-50 | Pending | 91865 | — | — |
| Felix Gädeke | S | Berlin | first-10 | Distributed | 81953 | 1 (2026-03-16) | — |
| Jakob Schreyer | M | Lissabon | first-10 | Distributed | 99235 | — | — |
| Max Mühlbach | L | Berlin | first-10 | Distributed | 12058 | 1 (2026-02-01) | — |
| Moritz Siedmann | XL | Berlin | first-10 | Distributed | 18081 | — | — |
| Philipp Rokeach | L | Berlin | first-10 | Distributed | 16841 | 1 (2026-03-11) | — |
| Andrej Henkler | M | Lissabon | first-50 | Distributed | 48662 | — | — |
| Ben Lerer | M | — | first-50 | Distributed | 55993 | — | — |
| Cam Rail | M | Lissabon | first-50 | Distributed | 12346 | — | — |
| Caspar Hoffmann | L | — | first-50 | Distributed | — | — | — |
| Chris Growney | S | Lissabon | first-50 | Distributed | 13589 | — | — |
| Christian Ertl | L | Lenggries | first-50 | Distributed | — | — | — |
| Christoph Müller-Guntrum | L | — | first-50 | Distributed | 26744 | — | — |
| Donald Schneider | XL | Berlin | first-50 | Distributed | — | — | — |
| Francesco | L | — | first-50 | Distributed | — | — | received |
| Graham Brown | M | New York | first-50 | Distributed | 15599 | — | — |
| Henrik Siemers | L | — | first-50 | Distributed | 10227 | — | — |
| Johannes Bonke | M | — | first-50 | Distributed | 61167 | — | — |
| Joseph Pizzolato | S | Lissabon | first-50 | Distributed | 12347 | — | — |
| Lorenz Aschoff | XL | — | first-50 | Distributed | 20505 | — | — |
| Mirko Zander | XL | — | first-50 | Distributed | 84195 | — | — |
| Norbert Tillman | L | Berlin | first-50 | Distributed | — | — | — |
| Olli Bischoff | L | — | first-50 | Distributed | — | — | — |
| Peter Rive | L | Lissabon | first-50 | Distributed | 58859 | 1 (2026-04-03) | received |
| Phil Teixeira da Mota | M | — | first-50 | Distributed | 12355 | — | — |
| Rainer Schmidt | XL | — | first-50 | Distributed | — | — | — |
| Robert Laby | M | — | first-50 | Distributed | 49910 | — | — |
| Ron Zori | M | New York | first-50 | Distributed | 34522 | — | — |
| Sami Allagui | L | Berlin | first-50 | Distributed | 30171 | — | — |
| Sebastian Stachnik | XL | — | first-50 | Distributed | 88134 | — | — |
| Tassilo Hallbauer | L | — | first-50 | Distributed | 13512 | — | — |
| Thomas Teixeira da Mota | M | — | first-50 | Distributed | 12354 | — | received |
| Tom Heise | M | Berlin | first-50 | Distributed | 84726 | — | received |
| Tommy Oehl | L | München | first-50 | Distributed | 68304 | — | — |
| Tymon Gregorowicz | L | — | first-50 | Distributed | 96602 | — | — |
| Wolfgang Bolz | L | — | first-50 | Distributed | 13951 | — | — |
| Alfred Vogel | — | Bezau | referral | Distributed | — | — | — |
| Lennart Olbrich | M | Berlin | referral | Distributed | — | 1 (2026-03-23) | — |
| Raúl Galamba | M | Alcabideche | referral | Distributed | — | — | — |
| Simon Bolz | L | Berlin | first-10 | — | — | 1 (2026-03-13) | — |
| Simon Lorenz | L | Lissabon | first-10 | — | — | — | — |
| Sven Schumann | S | Berlin | first-10 | — | — | — | — |
Competitive Landscape
Priority alert
CDLP's Merino Blend Boxer Brief ($70 USD) uses "Enhanced pouch for comfort and fit" in product copy. This is the first time CDLP has applied pouch-adjacent language to a product. It does not appear to be a structured 3D anatomical construction — more likely a modest front-panel shaping enhancement. But it is a directional signal. CDLP is acknowledging the comfort gap in flat-front construction. Monitor every new CDLP launch for escalation.
SAXX Smooth Luxe Micro Modal launched at $44 USD — their highest-ever single-pair price point. Micro Modal (89%/11% elastane), positioned as their premium lifestyle tier. Still below ātem's €45, still no European manufacturing, but the price ceiling is moving up.
Market Map · by construction & positioning
| **European premium (€35+)** | **ātem (alone)** | CDLP, Hanro, Derek Rose, Ron Dorff, Le Slip Français |
| **North American premium (€28-37)** | SAXX, BN3TH, Tommy John, Obviously | Mack Weldon |
| **Mid-range (€15-28)** | Shinesty, All Citizens, Vanta, Sheath, **daBOIZ (DE)** | MeUndies, Bread & Boxers |
| **Value (€7-15)** | Separatec, David Archy | Mass market |
| **Luxury (€50+)** | — | Zimmerli, Hanro, Sunspel |
Tier-1 brand changes
| Brand | Change | Significance |
|---|---|---|
| CDLP | Merino Blend with "enhanced pouch" language ($70) | Medium-High — first construction-adjacent signal |
| CDLP | Mobilité/Performance line (rPET, GQ award) | Medium — activewear expansion, not underwear threat |
| SAXX | Smooth Luxe Micro Modal at $44 — highest-ever price | Medium — price ceiling climbing, lifestyle ambition |
| SAXX | Antoni Porowski Spring 2026 campaign | Low — signals lifestyle pivot, not construction change |
| SAXX | Confirmed Zalando.de distribution | Medium — already in DACH market |
| BN3TH | Essentials tier confirmed at $26 | Low — expanding downmarket, not up |
| Tommy John | EU/Germany shipping confirmed | Low — demand exists, no European identity |
| Ron Dorff | SS26 Riviera collection, prices confirmed | Low — holding position, no innovation |
Competitor Profiles
SAXX
Vancouver, Canada
~$30-35 USD (~€28-32)
Largest pouch underwear brand globally. Mass-premium. Founded 2006 ("invented on a fishing trip"). Wide retail distribution.
BN3TH
Vancouver, Canada
~$32-36 USD (~€30-33)
"The original pouch underwear." Performance-comfort crossover. Formerly MyPakage.
Tommy John
New York, USA
~$36-40 USD (~€33-37)
"Most comfortable underwear on the planet." Premium basics brand, strong D2C + retail.
Obviously Apparel
Australia
~$30-40 USD (~€28-37)
Dual pouch philosophies. Some manufacturing in Europe. Sustainability focus.
Sheath
USA
~$31-39 USD (~€28-36)
"The original dual pouch." Functional-first. Available at Target, Walmart, Amazon.
Shinesty
Boulder, Colorado, USA
~$18-30 USD (~€16-28); subscription saves 35%
Humor-driven, bold prints, subscription-first. Irreverent branding.
Vanta
Australia
~AUD 35 (~€21)
Appeared on Shark Tank AU. "Game-changing comfort." Playful branding.
All Citizens
USA
~$15-27 USD (~€14-25)
"Premium at half the price." Also makes EMF-blocking underwear.
daBOIZ
Remscheid, Germany
€24.90–€27.90/pair; 2-pack €44.80; 5-pack €99.60
"Tragekomfort neu definiert." Functional pain-solver (anti-chafing). German company, mainstream press (BILD, RTL). Mid-range D2C.
CDLP
Stockholm, Sweden
~€35-50/pair
Luxury essentials. Sustainability-forward. Minimalist aesthetic. Stocked at MR PORTER, SSENSE.
Hanro
Austria
~€37-88/pair
Heritage since 1884. Vertical integration. "Made in Austria."
Derek Rose
London, UK
~€40-58/pair
British luxury. Traditional tailoring applied to underwear. Selfridges, MR PORTER.
Tasks
Open
37
Overdue
10
Due This Week
15
Completed
33
Top Priorities · across all owners
URGENT Initiate C&D against Atem (atemstore.com) — German streetwear brand, direct Class 25 overlap, DE trademark directly applicable. Handle concurrently with atemware.com via same trademark lawyer. They are in launch phase — act before they build more goodwill.
SB + SL
ASAP
Compile and share additional WhatsApp + anecdotal feedback from contacts
SB
Overdue
Add WhatsApp QR code + link to atemwear.com
SB
Overdue
Process remaining feedback from contacts
Simon Bolz
Overdue
Send Git learning video (from developer Attila) to Levi
Simon Bolz
Overdue
Distribute remaining pairs (SB's allocation + Simon Lorenz's undistributed)
SB
Overdue
Move website from Orchids hosting to accessible location (repo or shared)
SB
Overdue
Proactively reach out to all beta testers to remind them they can order
SB + SL
Overdue
Simon Bolz · 15 open
Send Git learning video (from developer Attila) to Levi
Simon Bolz
Overdue
Process remaining feedback from contacts
Simon Bolz
Overdue
Involve Francesco in further skills development
Simon Bolz
Overdue
Compile and share additional WhatsApp + anecdotal feedback from contacts
SB
Overdue
Distribute remaining pairs (SB's allocation + Simon Lorenz's undistributed)
SB
Overdue
Add WhatsApp QR code + link to atemwear.com
SB
Overdue
Move website from Orchids hosting to accessible location (repo or shared)
SB
Overdue
Start building Shopify website with Claude + digital skills
SB
This week
Update CRM: add missing contacts, phone numbers, distribution dates (SB's contacts)
SB
This week
Add "Axum" distribution recipients to CRM — Scalable Capital CEO, Jörg Reinhold (Springer), others — get phone numbers
SB
This week
Ship Hertha package (4M/4L/1XL) to Sami Allagui
SB
This week
Start Shopify website build OR send LDC access credentials (fallback per DR-7)
SB
This week
Add music teacher contact to CRM — name, size, address (received XL pair on 2026-03-13 as trade for lesson, paid by SB)
SB
—
Initiate friendly C&D process against Atem Official (atemware.com) via trademark lawyer
SB
Before launch
Send Hertha package
SB
ASAP
Simon Lorenz · 5 open
Distribute remaining pairs: Daniel Terberger, Schwager, father
SL
Overdue
Update CRM: add missing contacts and phone numbers (SL's contacts)
SL
This week
Ship XL order to Schwager (€170)
SL
This week
Call beta tester contacts; distribute remaining pairs; remind them they can reorder via QR link
SL
[no date]
Contact family member (Markenrechtlerin) to initiate C&D against atemware.com + atemstore.com
SL
ASAP
Levi · 7 open
Call Mirko Zander and other known contacts for personal feedback
LDC
Overdue
Set up call with Ahmed (Quivo) — discuss fulfillment trial run
LDC
This week
Design tester outreach/follow-up system (WhatsApp cadence, templates, triggers)
LDC
This week
Schedule Quivo call with Ahmed + SL; review contract; start Shopify integration
LDC
This week
Ask Ines about concrete levers to reduce production cost without quality loss
LDC
This week
WhatsApp Business customer coverage while at uni (2026-04-16 → 2026-04-19)
LDC
This week
Develop marketing strategy for next run (channels, mix, budget) — prerequisite to finalizing financial model
LDC + SL
[no date]
Trio / joint · 9 open
Proactively reach out to all beta testers to remind them they can order
SB + SL
Overdue
Follow up with Marita — get final production quote for ~2,000 units
SB + LDC
This week
Define PMF metrics and September milestone — each founder proposes independently
SB + SL + LDC
This week
Discuss LDC incentive structure
SB + SL
This week
URGENT Initiate C&D against Atem (atemstore.com) — German streetwear brand, direct Class 25 overlap, DE trademark directly applicable. Handle concurrently with atemware.com via same trademark lawyer. They are in launch phase — act before they build more goodwill.
SB + SL
ASAP
Explore approaching individual athletes for seeding — start with Alba Berlin basketball
LDC + SB + SL
[no date]
Request and review pre-production sample (PPS) before approving next production run
LDC / SB
Next production run
Discuss next order with Good Garment: present growth roadmap, set ≤€5 unit price target
LDC + SB + SL
[no date]
Specify cleaner red recognition stitch as quality requirement for next production run
LDC / SB
Next production run
Other · 1 open
Monitor atemware.com / "Atem Official" shapewear brand — assess brand confusion risk before public launch
[unassigned]
Before launch