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About our store

Rebecca Finell is an internationally award-winning designer and inventor. She doesn't follow categories. She creates them.

She founded Boon, a baby gear company that created entirely new product categories and launched immediately into Target and retailers worldwide. She created Zip Top, silicone containers that stood up, stayed open, and zipped shut. Fast Company named it one of the most innovative companies in the world. It earned the International Design Excellence Award, the Gold German Design Award, and the European Product Design Award.

Finell bags came from the same instinct. Rebecca designs with materials for what they can do — not for what they've been used for before. EVA foam holds its shape, sheds water, and is remarkably lightweight — and in her hands, it became something the bag world hadn't seen: structured, half-closed by design, and exactly right wherever the day goes.

Nothing makes her happier than building this brand with her daughter Vivian.

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