APRIL 4TH, 2012

While walking the streets of Manhattan,  Feasále founder F.J. Sweet was in awe with all the branding, advertisements and symbols of wealth that laden the buildings, bus stops and billboards. He then wondered about the origins of these now national and international brands and what were the meaning behind their symbologies.

During this time he had walked from Penn Station to the edge of Central Park, all the while thinking and digesting the concepts of various brands and formulating his own concepts and principles that he would embrace in a brand. By the time he reached the Merchant's Gate entrance to Central Park, he had conceptualize a brand that was of class and style.

This new idea, principles, and lifestyle concept was formulated with the basics of the old saying, "Do unto others as you would have them do unto you." This concept was to combine the power of a ruler, service of a provider, influence of wisdom , and the responsibility of a leader.

The symbol of this brand had to be an equivalent to those concepts in nature, which is the Lion or LEO. With the core principles and symbolism established , he focused on the substance of the brand and what it would come to represent. Finesse , Elegance , Aptitude, and Style (FEAS) were to be the make-up of the brand , a brand with the core characteristics of a Lion.

At that moment the concept of FEASÁLEO was born.