Proud father, and founder of:
Benjamin, Resident Suite & Americana Lifestyle

Firas Fellah

A happy family of four sitting closely together on a sofa, smiling at the camera in a bright, white room. The family includes a woman, a man, a young girl, and a baby.

About Me

I build products that fix everyday friction.

From finance to tech, I’ve always been drawn to overlooked problems—things that should be simple but aren’t. Today, that focus powers three ventures:

  • Benjamin – delivering cash instantly, without ATMs.

  • Resident Suite – modern amenities like self-serve ice (Resident Ice) and in-building car washes (Resident Wash).

  • Americana – a passion project producing streetwear rooted in utility and quiet confidence.

I work across product, brand, and ops to bring these ideas to life—fast, functional, and user-first. My goal is simple: solve real problems with tools that feel obvious once you use them.

Two hands with fingers extended reaching towards each other, resembling a depiction of connection or creation, in black and white against a white background.
Stack of 100-dollar bills with a beige band, advertisement for Benjamin cash delivery service, with text 'Benjamin'.

Benjamin (Pre-launch)

This started with a simple question: why is getting cash still so inconvenient?

We're building Benjamin to make physical cash as easy to access as ordering food — because sometimes, you just need cash. Whether it’s an emergency, card issue, or just avoiding late-night ATMs, we wanted a way to get money, safely and discreetly, in under 30 minutes.

Visit Benjamin
Four modern refrigerators in different finishes: stainless steel, black, wooden, and marble-patterned, standing side by side against a plain background with the word 'RESIDENCE' and a snowflake icon above.

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 designed to complement its surroundings, and crafted to elevate residential living.

Resident Ice

Visit Resident Ice
Black sports car with gull-wing doors open inside a garage with the words 'RESIDENT CAR WASH' overlaid.

Resident Carwash

Resident Carwash brings modern convenience to your doorstep. Designed for multifamily buildings, it’s a smart amenity that pairs tech with hospitality — giving residents on-demand access to premium car care without ever leaving home.

Every unit is built for performance, reliability, and ease — because today’s standards demand more than just clean. They demand convenience, autonomy, and time back.

Visit Resident Carwash
Person with dark hair standing against a plain wall, wearing a white T-shirt with bold black text that reads 'IN GOD WE TRUST' and decorative doodles.

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.

Visit Americana
Three brown eggs on a white surface.

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.