Finix: Pioneering Inclusive Fashion Through Authenticity and Community
Fashion brands aren’t just labels, they are mediums for self-expression, creativity, and identity. That’s what the gender neutral athflow fashion brand, Finix Wear, firmly believes in. Having its brand concept centred on a non-traditional take towards clothing designs and collections, they are breaking barriers and empowering individuals from all walks of life.
In this exclusive interview with Leonard Cheong, Founder and Creative Director of Finix, shares the motto behind his fashion brand: Whether it’s through innovative designs, fostering genuine connections, or advocating for mental health, it proves that fashion can be a platform for meaningful change. He opens up, “as a gender-queer individual, I understand the importance of creating spaces where people feel seen, valued and empowered to express themselves.”
As an individual who champions diversity, wellness and sustainability, he hopes to bring a positive impact to the lives around him, start new conversations, integrate emerging trends into the designs that redefine the fashion industry. Read on to learn how Finix is shaping the future of inclusive fashion and what insights they’ll bring to the stage at eTail Asia.
1. Can you share the inspiration behind Finix and how inclusivity has shaped your brand vision from the start?
The inspiration behind Finix stems from my journey of self-discovery and a desire to create something meaningful for people navigating life’s many facets. Frustrated with limited options in menswear, particularly athleisure, I envisioned a brand that meets functional lifestyle needs while celebrating individuality and authenticity.
Inclusivity has been central to Finix from the start. As a gender-queer individual, I understand the importance of creating spaces where people feel seen, valued and empowered to express themselves. This perspective shapes every aspect of Finix, from our designs – rooted in diverse cultural influences and personal experiences – to our commitment to sustainability, wellness and mental health advocacy.
Our signature pieces, like our FREEDOM Noragi Jacket and Harem Joggers, reflect my time living in Japan, blending traditional elements with modern versatility. This fusion of heritage and contemporary sensibility mirrors the interconnected world we live in, inviting everyone to find their flow in our designs.
At its core, Finix is more than clothing – it’s a celebration of diversity and a community that empowers individuals to embrace their unique journeys with confidence.
ARI Super Cropped Hoodie: A Step Out Of The Ordinary
2. What strategies do you use to build and maintain a strong, inclusive community around Finix, and how do you engage with your community to ensure their voices and feedback are heard and integrated into your brand?
Building a strong, inclusive community around Finix begins with authenticity and connection. From the start, I’ve focused on fostering a space where everyone feels welcome, valued, and heard. This commitment is reflected in everything we do—from our design process to customer interactions and brand messaging.
To nurture genuine engagement, we host and participate in events like pop-ups, get-togethers, exhibitions, workshops, talks, and wellness sessions, creating opportunities to connect meaningfully with our community. These gatherings not only build relationships but also allow us to engage directly with our audience.
We actively encourage feedback through social media, email surveys, online reviews, and in-person conversations. Importantly, we integrate these insights into our designs. For instance, suggestions for a back pocket on our bottoms or an inner pocket in our Noragi Jacket for passport storage—perfect for frequent travelers—have shaped our collections to reflect real-life needs.
Our podcast, You Can Sit With Us, launched during Pride Month last year, deepens our connection with the community. By celebrating diversity and authenticity, it amplifies voices that align with our mission and values.
Inclusivity is not just a value; it’s an ongoing process. We’re committed to evolving with our community, co-creating a brand that reflects their aspirations and empowers them to embrace their unique journeys. By aligning our values with theirs, we build a shared purpose that reinforces our inclusive ethos.
3. What challenges have you faced in creating an inclusive brand, and how have you overcome them?
Creating an inclusive brand comes with its challenges, particularly when societal norms favour traditional, gendered designs. A significant hurdle has been overcoming scepticism, with some critics dismissing inclusivity as "woke" or accusing us of pushing an ideology. At one point, our brand was even criticised on social media for "trying to erase gender," as if we had the power to do so. We believe diverse identities have always existed and were erased over time by those seeking power.
To overcome these challenges, we've remained committed to authenticity and inclusivity. This starts with genuine representation, ensuring our campaigns feature diverse models of all body types, ethnicities and gender expressions. We also seek feedback from underrepresented communities and collaborate with social advocates who share our vision.
Balancing inclusivity with the financial realities of a small business is another challenge, particularly in creating gender-neutral designs, which require additional research. We address this by focusing on timeless, multi-functional pieces that resonate with a broad demographic while being resource-efficient.
We’ve embraced dialogue and transparency, using scepticism as opportunities for growth. For instance, we hosted talks on diverse identities and sponsored community events that promote understanding of diversity and inclusion. By listening, adapting and engaging in open discussions, we’ve built trust with our community and strengthened our resolve to create a brand that is inclusive and purpose-driven.
4. Can you share some success stories or examples where your inclusive practices have made a significant impact on your customers or community?
One of the most rewarding aspects of Finix is hearing how our inclusive practices have empowered our customers. A standout example is a loyal customer who discovered our brand at one of our pop-ups and became a passionate supporter. They shared that our gender-neutral designs and plus-size representation in our campaigns gave them the confidence to embrace their body and unique style—something they had struggled with in more traditional fashion spaces.
We regularly engage in community-focused events, which allow us to build genuine connections. During Pride Month last year, a couple of visitors stopped by our booth and expressed how proud they were to have a brand like ours that reflects people like them in our campaigns. They had been following us on social media but were waiting for an opportunity to experience the brand in person, as we don’t have a storefront. This interaction reaffirmed our commitment to diversity – not just as a brand value, but as a way to make people feel seen and valued.
Another impactful moment came from our You Can Sit With Us podcast, which amplifies underrepresented voices. One listener shared that after listening to our episode, they were inspired to seek therapy and embrace their true self. Knowing we’ve played a part in someone’s journey to self-acceptance is profoundly humbling.
These stories remind us of the power of inclusivity in building meaningful relationships and creating a community where everyone feels they belong.
Freedom Noragi Jacket
5. What advice would you give to other brands looking to establish meaningful partnerships that promote inclusivity?
To build meaningful partnerships that promote inclusivity, brands must start with authenticity and shared values. Inclusivity should be embedded in the brand identity and reflected in every collaboration. Seek partners whose missions align with yours and who are genuinely committed to diversity.
Active listening and mutual respect are essential. Engage with the communities and organisations you wish to collaborate with, taking the time to understand their unique challenges and perspectives. This builds trust and ensures the partnership is based on mutual understanding rather than being tokenistic or transactional.
Transparency is also key. Clearly define the goals and expectations of the partnership and communicate how it will contribute to inclusivity. At Finix, for example, our collaborations prioritise amplifying underrepresented voices and creating tangible benefits for the communities we serve.
Lastly, be open to feedback and growth. Inclusivity is an ongoing journey, and successful partnerships evolve through learning and adaptation. These collaborations should inspire innovation and drive meaningful change.
Partnerships rooted in inclusivity offer more than just brand growth – they provide an opportunity to create a lasting, positive impact on society and act as catalysts for progress.
6. What are your future goals for Finix in terms of enhancing inclusivity and community engagement?
Looking ahead, Finix aims to deepen our commitment to inclusivity and strengthen community engagement. We will continue to push fashion boundaries by designing gender-neutral pieces that embrace diverse body types, cultural backgrounds and identities. By celebrating diverse expressions of self, we prioritise authentic representation in everything we do, from campaigns to design.
Inclusivity is also at the heart of our company culture. We are committed to diversity, equity, and inclusion (DEI) through fair hiring practices, fostering an environment where diverse voices are heard, and providing spaces where individuals can thrive. Our goal is to empower everyone, from our team to partners, to feel supported and valued.
We plan to expand our engagement with underrepresented communities by collaborating with social advocates, influencers, and organisations that align with our values. This will create more opportunities for dialogue and education around inclusivity, addressing the evolving needs of our community. We will also host events, workshops, and panel discussions focused on diversity and inclusion.
Additionally, we will integrate community-driven initiatives into our business model, such as sponsoring inclusive events and supporting non-profits aligned with our mission. As we grow, our focus will remain on creating products that support individuals in their daily lives.
Ultimately, we want Finix to be more than just a fashion brand—it should be a platform where people feel heard, valued, and inspired to express their true selves, reflecting our long-term vision for a more equitable and connected world.
7. How do you envision the role of inclusivity evolving in the fashion industry over the next five to ten years?
Inclusivity in the fashion industry is evolving from a trend to a necessity. In the next five to ten years, I foresee a shift towards a more holistic, integrated approach. Brands will embrace diverse identities not just in marketing but throughout their operations, from design and production to leadership and decision-making.
Technology and social media will amplify underrepresented voices, holding brands accountable for genuine representation. Consumers will demand transparency, urging the industry to prioritise inclusivity in meaningful ways. This could inspire innovations like customisable clothing that caters to a broader range of body types, abilities and personal expressions.
Sustainability and inclusivity will increasingly intersect, with brands expected to consider the impact of their practices on marginalised communities and the environment. This will foster a more ethical and equitable fashion landscape.
Collaborations with community leaders, activists, and influencers will play a crucial role in shaping inclusive narratives. Education and advocacy will be central to these partnerships, promoting a deeper understanding of diversity and dismantling stereotypes.
Ultimately, inclusivity will drive creativity and growth, making the fashion industry more reflective of the world’s beautiful complexity.
8. Can you share what the audience can expect to hear from you at eTail Asia and what excites you about this event?
At eTail Asia, the audience can expect an honest and insightful exploration of Finix’s journey, focusing on how inclusivity, wellness/mental health and sustainability have shaped our brand ethos. I’ll share personal anecdotes, including the challenges and triumphs of building a purpose-driven fashion label that celebrates diversity and champions social responsibility.
A key highlight will be the strategies we’ve employed to create authentic connections with our community. From gender-neutral designs to our advocacy for mental health and wellness, I’ll delve into how these initiatives align with consumer values and drive meaningful engagement.
I’m particularly excited to discuss the intersection of fashion and technology, exploring how digital platforms have empowered us to amplify diverse voices and reach new audiences. I’ll also touch on how small businesses like us can remain agile and innovative in a competitive landscape.
What excites me most about eTail Asia is the opportunity to exchange ideas with industry leaders and forward-thinkers who share a passion for redefining retail and fashion. This event is not just about showcasing Finix – it’s about contributing to a larger conversation on how brands can make a positive impact. I’m eager to connect, learn and inspire others to embrace inclusivity as a catalyst for growth and change.
Hear from Leonard Cheong at Equarius Hotel, Sentosa, Singapore, on 14th May, 2:30PM: All Star Panel: Quality over quantity, a robust logistics network, loyalty beyond price, and a curated product selection - How can you identify your unique differentiators and circumvent these competitive advantages in ways that only you can, to stand out from competition? Find out more here!