Meet the Originator
Like a lot of great things, f.i.n.e. began with an epiphany—more specifically, an epiphany that happened in a closet. Otherwise, there’s no telling where our message may have ended up!
When LaShara Inez Crews, founder of f.i.n.e., found her life becoming a landslide of difficult situations (house fire, tough jobs, the first throes of financial independence), she knew she had to find a way to get through those moments. She needed a better outlook. Somewhere between her decision to sink or swim, that new outlook arrived.
After studying many religions throughout her life, it was the act of “freely ignoring negative energy/emotions” that simplified everything LaShara was searching for. Meanwhile, she’d long held a desire to launch her own line of tee-shirts and other fashions. It was a match—and an opportunity—made in heaven.
The concept was born in Richmond, Virginia, a city that’s steeped in outdoor culture and quickly becoming known for its healthy focus. Pair this perfect location with a fashion-filled childhood, an early background in accounting and degree in business management, along with LaShara’s insatiable desire to make the world a little better, and we have the formula for the success, motivation, and inspiration for f.i.n.e.
What you can do to keep f.i.n.e. moving forward.
We believe that with practice, f.i.n.e. will become instinctive and happen naturally. When you find yourself holding on to an argument or a not-so-positive thought, recognize it, take a deep breath, and allow it to pass on by, keeping your positivity in motion. Our clothing makes it easy to relax or get moving. Meanwhile, every time someone asks you what f.i.n.e. is, you’ll not only have an opportunity to share, but also receive a reminder for how you could be thinking. From our outstanding designs and prices, to our message and values, that’s how we hope you’ll keep f.i.n.e. moving forward.
