About FEU
FEU was founded by Fermelle Ho during the pandemic as FBRAND — a response to the rising need for functional, stylish activewear. As the brand grew, so did its purpose.
FBRAND became FEU — a movement rooted in empowerment.
Why “FEU”?
Pronounced “feel,” FEU is about how you move through the world:
Confident. Empowered. Strong.
In French, feu means fire — the inner strength that drives us.
Our Mission
We design elevated, timeless activewear that supports women through every phase of life — in motion, at rest, and rising through challenge.
Our Vision
FEU is more than activewear. It’s a mindset.
A global community of women who lead with fire.