There is simply an inviting air when you step inside The Finix Store on the second floor of a shophouse located on Keong Saik Road. I immediately gravitated towards the rattan couch, plonked myself down and felt at ease. The space was open, airy and peaceful. Around me were racks of clothing that simply flowed, nothing too complicated nor fussed. Framed travel photos taken by founder Leonard Cheong, decked the walls; some black and white, others in colours.
Leonard simply knew what he needed to do, to get to where he is today — opening a retail store in Singapore’s challenging climate may seem like a risky move but he is willing to take a chance. After all, the Communications graduate made sure he equipped himself with the right knowledge and went ahead with an Advanced Diploma in Apparel Design and Product Development and Fashion Business from the Singapore Textile and Fashion Training Centre. His vision for Finix Wear was also attributed to a deep appreciation for Japanese [fashion] design and aesthetics when he was living and working in Fukushima, Japan.
But it all started because his work is deeply inspired by his life experiences — including his background in the arts, dance, yoga, and love for travel; and his identity as a gender-queer individual — all of which shape his brand’s focus on self-discovery, movement and purposeful design.
What did you train/study in before branching out into fashion?
I actually didn’t start in fashion at all. I studied Communications and began my career in the corporate world, mostly in PR and marketing – storytelling was always the thread that grounded me.
A big turning point came when I moved to Japan for a couple of years for work. I lived in a very suburban to rural part, in the country’s northern Tohoku region in Fukushima Prefecture. Being in such a quiet, traditional part of Japan exposed me to everyday Japanese clothing in a very real way – such as the Japanese haori, summer kimonos (yukata), hakama pants worn by kendo practitioners, and the tobi workwear worn by construction workers. I didn’t realise it then, but the silhouettes and shapes of those garments would eventually become a defining inspiration behind Finix’s design DNA.
How did you come about starting athflow brand Finix Wear?
Finix really began from a personal frustration. I just couldn’t find clothes that matched my lifestyle – moving from a workout to a hangout with friends, running daily errands, or heading off for a weekend getaway. Most athleisure looked great in the gym, but not when you stepped into a meeting or a café. I kept wondering, “Why isn’t there something functional enough to sweat in, yet fluid and stylish enough to live in?”
After years of searching, I realised these kinds of styles simply didn’t exist. So I thought, “If no one is making it, maybe I should.” That was the beginning of Finix. Along the way, I realised I already had my own design language – one rooted in movement, fluidity and gender-neutral expression. I’ve always felt that good design shouldn’t be restricted to “menswear” or “womenswear.” It should be free for anyone to enjoy, explore and experiment with.
Why athflow? Because it sits exactly at the intersection I was always looking for: where athletic ease meets everyday style, where athleisure blends soft tailoring, where pieces could move with you through your day – from work to play, every day to your next holiday.
As I kept designing, the silhouettes naturally became more fluid and expressive. Without even planning it, I was designing from my own truth. And that’s how Finix evolved into a gender-fluid athflow brand – not just about clothes, but about identity, freedom and creating space for people, myself included, to show up as who we really are.
You deem Finix Singapore’s first gender-fluid athflow lifestyle brand. How does this influence your design approach?
For me, gender fluidity sits right at the heart of how I design. It’s not about creating “unisex basics” or stripping things down to something characterless or neutral. Instead, it’s about giving people room to imagine and express themselves – physically, emotionally and spiritually – without being boxed in by traditional gender categories.
When I design, I’m always thinking about questions like:
How does this piece make someone feel? Does it give them freedom? Is the silhouette too conventionally masculine or feminine in a way that limits imagination? How can I create that in-between space that encourages wearers to get adventurous and creative with their own style? And most importantly, can it adapt to different bodies, identities, and ways of living?
A lot of Finix’s signature silhouettes – like our FREEDOM Noragi Jacket, Harem Joggers, and our latest RYÚ Collection – are inspired by garments that were never gendered to begin with: Japanese workwear, martial arts uniforms, kimono silhouettes. These forms carry a sense of movement and openness that I feel deeply connected to.
So Finix pieces don’t tell you who they’re meant for.
They simply invite you to decide who you want to become when you wear them.
Because gender fluidity, to me, isn’t about androgyny or erasing gender—it’s about expanding it. It’s about letting fashion be a space for freedom, flow, and self-expression.
Why did you choose to branch out into retail, with a physical store in Keong Saik?
Opening The Finix Store was a very intentional decision. After years of being online-only, I realised our designs needed to be experienced in person – the drape, the movement, the feel of each piece can’t be fully understood through a screen.
Keong Saik Road right next to Tanjong Pagar and Chinatown, with its heritage charm and creative energy, felt like the right place to bring Finix to life. I wanted to build more than a retail space; I wanted to create a sanctuary – a “third place” where people can slow down, breathe, explore, experiment and simply be themselves.
Having a physical store also allowed us to grow a small multi-label community, supporting other independent makers and designers. Community has always been part of Finix’s DNA, and the store became a natural extension of that spirit.
What were some of the initial challenges when you first decided to go into fashion?
There were honestly so many challenges. The first was impostor syndrome – I didn’t come from fashion school, so I constantly wondered if I even belonged in the industry. Then came the technical learning curve: pattern making, fabrics, sampling, production… everything was new, and I learned most of it through trial, error and sheer stubbornness.
Cash flow was another major hurdle. Fashion is capital-intensive, and as a small independent label, balancing production costs with unpredictable sales cycles was (and still is) tough. And of course, standing out in a crowded market meant spending years refining our identity and staying true to what Finix represents.
But through all of this, I realised something important – I’m not just a fashion designer; I’m a creative. I don’t only design clothes; I imagine the world around the person wearing them – how they move, live, travel, and even the spaces they come home to. That perspective shaped Finix and our store into what it is today: a Bali-sabi–inspired sanctuary that feels like stepping into a serene villa in Bali. A place of ease, freedom, and escape. It’s this mindset that makes Finix purposeful, fluid, and deeply connected to real life.
What are some of the ways you’re including the LGBTQ+ community?
Inclusivity has always been at the heart of Finix. But I want to be clear: Finix isn’t a brand only for the LGBTQ+ community. Because I’m queer and our designs are gender-fluid, people sometimes assume our clothes are made specifically for this community – but they’re really for everyone. Our pieces are meant to spark discovery in our wearers and help them express who they are, regardless of identity.
That said, creating a space where LGBTQ+ individuals feel safe and seen is important to me. Our store naturally reflects that – it’s a sanctuary where anyone can feel at ease to be themselves. We also collaborate with queer creatives and host community-friendly events, not as a label, but as a reflection of our values: freedom, fluidity, and authenticity. These values resonate with the LGBTQ+ community, but they truly belong to all.
Would you say Finix Wear is a true representation of yourself as someone navigating Singapore’s LGBTQ+ status?
Absolutely. Finix is incredibly personal to me. Growing up queer in Singapore meant constantly navigating identity, acceptance, and the weight of societal expectations. Creating Finix became a way for me to express myself, to heal, and to reclaim space in a world where people like me don’t always feel seen.
Finix reflects so much of who I am – my journey with self-acceptance, my love for dance and movement, my curiosity for travel, my search for holistic wellness, and my simple joy in fashion and dressing up. It also embodies my belief that clothing shouldn’t confine you or define your gender, and my commitment to building spaces that feel inclusive and welcoming.In many ways, Finix is a mirror of who I am. It’s my way of offering representation, especially for those who have ever felt different or unseen. Through the brand, I’m simply saying what I needed to hear growing up: You are Free to Be.
Visit The Finix Store at 35B Keong Saik Rd., Level 2, Singapore 089142
