Finell is an American designer performance bag house.

Most women own three or more bags and use one. The good one stays home when it rains. The useful one doesn't go anywhere that matters. The rest are waiting for a day that doesn't come.

Rebecca Finell is a designer and inventor. She founded Boon, a baby gear company that created entirely new product categories and launched straight into Target and retailers worldwide. Then 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 came from the same instinct. EVA had never been used for everything it can do — it's waterproof, it takes complex shapes, it flexes enough to grip, and it's strong. Rebecca designed it into something worth carrying.

Finell bags hold their shape without a frame. The design is partly closed — open enough to reach into without looking, closed enough that nothing is on display. The Tote sides hold water bottles upright without mesh or pockets. The straps are soft woven, wide enough to sit flat on the shoulder under a full load. Simple, modern, timeless.

Finell was founded in 2025 by Rebecca and her daughter, Vivian.

Carry it once. You'll understand why we built it.