Our Story
february 2026
february 2026
Renewal
Fincut moves into the new BrandSystem offices (700 m²) and fully integrates into its ecosystem: teams, expertise, and tools.
january 2026
january 2026
Nomination
BrandSystem appoints Hamdi Haben as Artistic Director to redefine Fincut's creative and strategic vision.
december 2025
december 2025
Technology
Creation of Sizetech+ textile technology Opening of a shipping unit in France dedicated to Europe, allowing a significant reduction in delivery times.
november 2025
november 2025
Acquisition
BrandSystem acquires all shares of Fincut to establish a long-term vision focused on the product and a strong brand.
end of 2024
end of 2024
Vision
Alex, with his product vision and branding expertise, founded BrandSystem, an international group passionate about combining e-commerce, product excellence, and branding. Romain joined BrandSystem to structure operational excellence within Fincut.
early 2024
early 2024
Expansion
Thomas leads the aggressive marketing strategy. Alex heads product R&D for cuts, colors, and new developments. Romain becomes Chief Operating Officer, responsible for execution.
december 2023
december 2023
Improvement
Launch of Version 2 of the T-shirt: improved size, fit, and comfort.
july 2023
july 2023
Launch
Launch of the Fincut T-shirt — first version.
may 2023
may 2023
Genesis
Thomas and Alex found Fincut.
Dressing every man, every body type, in every situation.
The t-shirt was an obvious choice. An essential too often overlooked, that we've chosen to rethink. Better designed. Better cut.
Dressing every man, every body type, in every situation.
The t-shirt was an obvious choice. An essential too often overlooked, that we've chosen to rethink. Better designed. Better cut.
A cut designed to suit every man. Comfort, quality, technology, no compromise. To offer you timeless basics, designed for your wardrobe at a fair price. To achieve this we've reduced intermediaries, abandoned seasonal collections and chosen to produce only when demand is there.
Behind this simplicity, months of research testing, re-testing and eliminating, until we found the right formula. An essential. Designed for you. Built to last.
Technology Sizetech+
SizeTech+ was born from a simple idea: enabling every man to finally find his perfect size, easily, in a few clicks.
To achieve this, we conducted months of research analysing tens of thousands of body measurement data points: chest, stomach, waist, weight, age. From this work emerged an ultra-precise recommendation technology, capable of determining your ideal size in just a few clicks, with 97.4% reliability. A discreet but radical innovation, designed for you and for more responsible consumption: by reducing sizing errors, SizeTech+ limits returns and overproduction. Today, its effectiveness is attracting more and more industry players and is becoming a new benchmark.
To achieve this, we conducted months of research analysing tens of thousands of body measurement data points: chest, stomach, waist, weight, age. From this work emerged an ultra-precise recommendation technology, capable of determining your ideal size in just a few clicks, with 97.4% reliability.
A discreet but radical innovation, designed for you and for more responsible consumption: by reducing sizing errors, SizeTech+ limits returns and overproduction. Today, its effectiveness is attracting more and more industry players and is becoming a new benchmark.