I am Firas Fellah
Founder of Resident Ice & Americana Lifestyle
About Me
Experience
My journey started in finance—first as a stockbroker in London, then in private equity, and later as CPO/COO at PropertyCard, where I helped build an award-winning global property super-app. I’ve always been drawn to creating real things that people use every day. That drive led me to Americana, a modern take on patriotism through premium streetwear and art, and to Resident Ice, a community-focused amenity that brings 24/7, self-serve ice to residential buildings. Both ventures channel the same goal: elevate daily life through thoughtful design, quality execution, and a crisp, simple user experience.
Skills
As an ENFP-A, my strengths sit at the intersection of creativity, storytelling, and systems thinking. I connect culture, design, and commerce—shaping brand strategy, product aesthetics, and go-to-market into one coherent narrative. Finance and ops experience help me turn ideas into durable businesses. With Americana, that means translating heritage into bold, modern apparel. With Resident Ice, it means pairing technology and hospitality to deliver a sleek, zero-workload amenity. I build teams, frameworks, and messages that scale without losing soul.
Goals
Americana isn’t just a clothing brand—it’s a statement. I’m focused on growing it into a lasting label that redefines American pride with pieces built to endure. In parallel, Resident Ice aims to make modern living simpler and more delightful—premium machines, minimal footprint, maximum convenience. Across both brands, the mission is consistent: innovate with intention, respect craft, and create products that people are proud to use. The outcome I’m chasing is everyday excellence—design that feels obvious once you experience it.
Resident Ice
Resident Ice is about redefining everyday convenience through modern design and smart functionality. It’s a company that merges technology with hospitality, bringing the comfort of 24/7 access to clean, filtered ice right where people live. Every installation is built for reliability, designed to complement its surroundings, and crafted to elevate residential living.
This isn’t just about ice—it’s about creating a seamless, amenity-driven experience that makes communities more connected, modern, and effortlessly refreshed.
Americana Lifestyle
Americana is about capturing the essence of American culture through bold design and quality craftsmanship. It’s a brand that merges streetwear with heritage, reimagining classic influences for a new era.
Every piece is made in the USA, built to last, and designed to celebrate the icons, moments, and stories that define this country. This isn’t just looking back—it’s pushing the culture forward with premium apparel and art.
Culinary Love
Born and raised in Italy, food has been a central theme throughout my life.
There is no experience quite like sharing a meal; it's a universal language that transcends borders and remains untouched by technology. Crafting a delicious dish demands both inherent creativity and meticulous planning—this is where I thrive.
Signature dish: Penne alla Vodka.