Founded in 2019 by designer Khawar Awan, the brand has quickly gained popularity, captivating a diverse and enthusiastic following on social media.

The brand has launched its first pop-up locations, including Zurich and Lucerne.

We have grown significantly, with our collections now available in leading Swiss stores such as Jelmoli in Zurich and Ciolina in Bern. Additionally, we have expanded internationally, reaching new markets in Japan and Luxembourg.

We hosted three exclusive runway shows at RapCity, showcasing our latest streetwear collections on one of the most dynamic stages in urban fashion. These events have been a key part of our journey, blending style, music, and culture while bringing our vision to life on the runway.

A major milestone for our brand: We proudly opened our flagship store in Zurich, offering a unique space where streetwear culture and our latest collections come to life.

We're thrilled to see our brand growing strongly across Europe, with 40 retail stores now serving our customers.

Official fashion sponsorship at Openair Frauenfeld with our own pop up Store on the festival site. We dropped a successful Capsule Collection with OAF specifically for the event and for the Community. We are also happy to be able to style and connect with all the artists that performed and wore FINELLI on stage at OAF 2026.