Finisterre has stuck to its guns to become the go-to brand for ethically minded cold-water surfers

Product images: Becky Strarsmore/Finisterre Other images: Al Mackinnon/Finisterre & David Gray/Finisterre

Instead, Finisterre has invested in products that have a need, as well as relationships with suppliers and manufacturers, drawing on renewable or recycled fabrics and natural fibers. Take their partnership with Devon farmer, Lesley Prior. Together, they’ve nurtured their own Bowmont flock from 29 sheep in 2007, to more than 200 today. The resulting super-soft wool is the UK’s answer to Merino and is woven into items including underwear, leggings, beanies and socks. It’s a supply-chain story dream.

Such thinking helped Finisterre win the Observer Ethical Business Award in 2008 – they were a five-man band at the time – while others had only cottoned on to the importance of ethical production.

Growing an emotional attachment to a product is something Finisterre hopes its buyers feel equally as strong about. “Take a jacket that you’ve had for years,” says Tom. “It’s gone through adventures, bushes and been beaten up. Products that last a long time become trusty companions – this is how I’d like our products to be viewed.” So, Finisterre’s repair service aims to breathe new life into old clothes – not the landfill.

There’s no doubt that Kay’s time studying Biology at Bristol University unconsciously shaped Finisterre’s environmental ethos – the marine aspect was of particular interest. For him, Bristol was also the ideal location because of its proximity to the UK’s surfable coastline. But not close enough. And after a London stint working as a chartered surveyor, he decided to jack it all in and combine his passions for business, the environment and cold water surfing, in Cornwall.

Twelve years later, Finisterre’s warehouse perches on the site of an old tin mine on top of the cliffs at St. Agnes. “With the rain on the roof, the wind howling and the beach just down the road, we’re right in the environment that we’re building products for. It’s hard not to be inspired by the natural environment here.”

Of course, not everyone’s as lucky to have the ocean on their doorstep. But for those away from the coast, they’re not only lapping up quality products, they’re buying into the brand’s passion.

Their most recent CWS range represents “a decade of commitment, innovation and design to cold water surfing – our most technical and best yet,” says Tom. A joint-venture shop with Gulfstream Surfboards has also just opened Braunton, Devon, joining outlet shops in Falmouth and St. Agnes – recognised as one of the top UK shops for men by Esquire magazine.

A pop-up in Paris also signals bigger things ahead. “It’s been a committed journey and we’re proud of where we are. But really, it’s always been about sticking to what we set out to do in the start.

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