Question about commercialization

Context: I’m an American teacher who did a five week study abroad in Tallinn in 2004 and fell in love with the place. Fast forward a couple of decades and I was informed the day before classes started that I’d be teaching geography this semester. With that kind of prep time, I started with what I know – I’ve visited a lot of places, but none for as long as Estonia. In prepping to teach Estonian history and culture, I read a lot about the Forest Brothers, among other things.

(Side note: I wrote songs about them and their movement: The Forest Remembers (https://suno.com/s/NlXTQOh5X0FZN6Ep)

The Ghostly Three (https://suno.com/s/FHnhIMh8MWnuMVTj)

The Unbroken Tide (https://suno.com/s/RZa6adFEq4tB7waX)

And one more upbeat about Estonia in general: Estonia! (https://suno.com/s/bubTB9L4VLxoyzvP)

And wrote an alternative timeline: "On that fateful September day in 1978, the KGB agents assigned to find August Sabbe were actually just fishing. Sabbe does not die that day. In fact, he manages to hide long enough to see a free Estonia. Of course, being in his early 80s by then, he doesn’t get out as much as he used to, so he doesn’t find out right away, and is still cautious when he hears, because he has to be. By the time he realizes it’s true, it’s spring of 1994. The few who know of his existence convince him of a plan.

That July, as the 100,000 or so sing the first verse of Mu isamaa on minu arm – for the first time, freely – a stagehand places a single microphone stand at the front center of the stage. As the first verse comes to an end, a weathered old man emerges from backstage and walks confidently, but slowly, to the microphone. At first those who see him wonder who the old man is.

Then someone thinks they recognize him and leans to the person next to them: “Is that…?” “It IS!” “It’s HIM!” As August Sabbe leads “Mu isamaa on minu arm, ei teda jäta ma…” the crowd simply EXPLODES – “That’s August Saabe!” “SAABE LIVES!” Half the crowd uses that energy to sing the song with more fervor than they ever thought possible, half is simply mouthing the words because they are speechless when faced with a reminder of all that they’ve lost – and all that they’ve gained, and half is simply shouting for joy (yes, that’s three halves – seeing a living Forest Brother after the restoration of independence has that effect). The sound is loud enough to be heard as far away as Moscow. Especially Moscow."

I share this only to show that I care)

I recently discovered a company called "August Sabbe" (augustsabbe.com) that sells underwear using his name as a registered trademark.

Their website has a "Legend" page explaining who August Sabbe was and connecting his principles (endurance, reliability, quiet strength) to their product. They clearly know his story and seem respectful.

But I’m uncomfortable with the idea of commercializing a resistance hero’s name, especially for something as mundane as underwear. However, I’m not Estonian, so I don’t know if this is culturally offensive or if it’s seen as an acceptable way to honor him.

Questions for Estonians:

Is this company known in Estonia?

Is using August Sabbe’s name this way considered appropriate or offensive?

Are there other examples of commercializing Forest Brothers or resistance figures?

What would be the appropriate way to honor his legacy?

I’m not trying to start controversy – I genuinely want to understand Estonian perspectives on this.

Thank you