Born from tragedy and fueled by unwavering dedication, Fineli emerged from the crucible of the COVID-19 pandemic, a testament to the enduring power of human spirit and artistic vision. Its genesis lies in the creative partnership of Jamison Burton (Jules) and his brother, Dominique Steptoe (Coala), who, back in 2018, conceived the name "Fineli," a seed that would blossom into the brand we know today. While their shared ambition centered on musical artistry and dynamic digital content, fate tragically intervened in 2019 with Dom's passing from a drug overdose, leaving Jules to grapple with profound loss and the unexpected inheritance of his brother's visionary brand concept. Yet from this personal heartbreak, Jules forged ahead, transforming Fineli into a symbol of rebirth and self-discovery—a brand that embodies the transformative power of embracing one's authentic self, silencing external negativity, and stepping into a higher state of being, expressed through the extraordinary feeling of self-assured confidence that comes from wearing and embodying the Fineli aesthetic.