FINITY first entered the Chinese market in 1998, bringing with it a style that is natural, harmonious, and simple. This philosophy was designed to offer white-collar professionals a sense of comfort and confidence, allowing senior women in the workplace to rediscover a relaxed, nature-inspired lifestyle. For many, the world of FINITY has become a place where they can feel at ease, reconnected with their true selves, and find a peaceful escape from daily stress.
FINITY's collection features loose plaid shirts, cotton-linen pants, cozy sweaters, and elegant dresses—each piece embodying the brand’s vision of free-spirited yet refined fashion. With a wide range of styles, the brand empowers women to express their individuality while maintaining a professional image. Whether in the office or on a weekend getaway, FINITY adds a touch of sophistication and personal flair to every moment.
The brand continuously draws inspiration from global fashion trends, incorporating a modern, casual American style into its designs. In collaboration with top international magazines like Cosmopolitan, Bazaar, and Elle, FINITY regularly showcases the latest fashion trends through events and campaigns, creating a vibrant and stylish atmosphere for its customers.
With nearly 100 stores across major Chinese cities, FINITY has become a favorite among high-level professional women who appreciate its simple, natural aesthetic. The brand captures the essence of a woman who is elegant, intelligent, and authentic—offering an experience that feels both deep and warm. Every visit to a FINITY store is more than just shopping; it's about embracing a lifestyle that values simplicity, confidence, and self-expression.
Fei Di Fashion (Shenzhen) Co., Ltd., established in 1998 by the U.S.-based GSA Group, operates as a full-service fashion company specializing in planning, production, and marketing. Its operations span across Asia, and within just four years of launching, FINITY had already set up offices in over 30 major Chinese cities, including Beijing, Shanghai, and Guangzhou. More than 200 image stores were opened nationwide, and the brand expanded further by partnering with "Friends of the West" in Japan to open 25 stores. By this season, the brand plans to extend its presence to Hong Kong as well. Annual sales have reached 200 million yuan, reflecting the brand's rapid growth and strong market appeal.
Feidi places great emphasis on building a strong brand identity. Through comprehensive implementation of its corporate identity (CI) strategy, the company has consistently advertised in renowned fashion publications such as "Fashion" and "ELLE." As a result, more and more Chinese consumers have come to appreciate FINITY's unique blend of simplicity, elegance, and professional casual style. Not only do customers love the brand, but it has also gained recognition from industry insiders and fashion enthusiasts alike. Join the FINITY family today and experience the beauty of effortless style.
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