Finix invites Singapore to reflect on their definitions of freedom in new campaign

Homegrown gender fluid athletic wear label Finix has launched its ‘Freedom is…’ campaign that aims to inspire individuals to reflect on what freedom is to them in their journey towards healing and self-acceptance through a series of inspiring video testimonials.

The campaign delves into the stories of four individuals from diverse backgrounds who share their personal definitions of freedom as well as how they overcame life obstacles and struggles.

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By discussing topics such as gender, sexuality, identity and body image, the initiative aims to shed light on diverse experiences that shape one's identity and place in society to empower its viewers, according to a statement by the brand.

"At Finix, we believe that every individual's life experience, with all its highs and lows, shapes who they are as a person. No experience is more or less valid than the other," said Leonard Cheong, founder and creative director of Finix.

“Through the powerful stories of these incredible individuals, we hope to offer relief and a sense of community to those going through similar experiences,” he elaborated.

The first two instalments of the campaign have now been released on Finix’s social media platforms and their website with the next two instalments set to roll out in the coming weeks.

Episode one features Samuel Loh, a health and fitness transformation coach, who shares his personal battle with body image. Episode two, on the other hand, features local singer Lewloh who reflects on reconciling his personal identity with societal expectations having grown up as a third culture individual who was born in Singapore and raised in Hong Kong.

Additionally, views are invited to submit their own stories of freedom to involve themselves in the initiative. Selected stories will be shared across the label’s editorial and media channels.

Launched in 2020, Finix combines the functionality of athleisure along with the comfort and flow of everydaywear to create modern activewear, streetwear and loungewear with a Southeast Asian perspective through its choice of fabrics with tropical climates mind.

Last month, social media marketing agency GOODSTUPH released a new merchandise collection in collaboration with Singapore’s annual LGBTQ+ rally, Pink Dot SG 2023 to solidify its commitment to equality and acceptance.

Themed “In the Name of Love, We Pray”, the exclusive collection embodies love’s power to unite, heal and inspire change, according to a statement by the brand.

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