THIS IS FINE BIBLE

What we believe in and stand by

Preamble

The world is not perfect. Neither are we.

Still, we love, fail, laugh, and begin again. Rather than waiting for a perfect moment, we live this imperfect day in our own way.

To us, FINE holds both a sensitivity to what is better and the ease to accept an imperfect life. We give life our full attention without taking ourselves too seriously.

We make this attitude our standard and declare the following.

Article 1 The people we stand with

PEOPLE WHO LIVE THEIR OWN WAY

We are a brand for people who have their own taste and standards for life, and live in their own way. Before age, gender, occupation, or nationality, we look at the attitude with which a person approaches life.

Article 2 The person we envision

LIFE EDITOR

The person we envision is a LIFE EDITOR: someone with self-direction, curiosity, cultural sensibility, ease, and resilience.

Self-directed · Curious · Cultured · Relaxed · Resilient

Article 3 The value we hope to leave

EASE

The value we hope to leave is EASE: the quiet ease of someone who knows who they are and knows that life can be good without being perfect.

It rests on confidence, acceptance, humor, and resilience.

Confidence · Acceptance · Humor · Resilience

Article 4 The principles that guide our judgment and actions

We follow these five principles.

REAL OVER PERFECT
We choose the real over the perfect.

EVERYDAY OVER EXTRAORDINARY
We choose the everyday over the extraordinary.

ATTITUDE OVER PRODUCT
We consider attitude before product.

CULTURE OVER CATEGORY
We consider culture before category.

LIGHT, NOT CARELESS
We keep a light touch without neglecting care.

Article 5 How our attitude takes shape in the world

Our attitude takes shape in the world through people, moments, places, objects, and culture.

Fine People — People
Fine Moments — Moments
Fine Places — Places
Fine Product — Objects
Fine Culture — Culture

Article 6 The clothes we make

FINE CASUAL

We bring a sensibility for everyday life into clothing. We call it Fine Casual.

We take care with fabric and stitching, fit and finish, and bring small, unexpected changes to well-made products. Imperfection is a way of seeing life; it can never be a reason to neglect how things are made.

Perfectly made. Imperfectly lived.

Article 7 The moments we remember

We believe an ordinary day becomes a moment, and that moment becomes a memory. We accept success and failure, love and parting, beginnings and endings as parts of life.

Clothes accompany these moments closest to our lives and hold their memories. We record the moments people have lived as Fine Moments and aspire to be a brand that remains in those memories.

Life doesn't have to be perfect to be memorable.

Article 8 The way we speak

We speak briefly and reveal our standards calmly. We stay true to the facts and choose quiet confidence over display.

We keep our sense of humor without raising our voice. Our stories must connect with real people and real lives.

Article 9 Our starting point and our world

Seoul is our starting point. We connect people around the world who live in their own way. Different cities and different lives meet through a shared attitude.

Seoul is where we started. The world is where we belong.

Article 10 What we build together

We believe encounters between different people and brands, cultures and customers can open up new worlds. Our story is written together by our team, creators, partners, and customers, and becomes culture through the lived moments of the people who wear our clothes.

Even as we expand our world from fashion into culture and lifestyle, one question remains our standard.