From Cornish Coast to American Waves: The Finisterre Story – A Commitment to Sustainable Surfwear
Finisterre wasn’t born in a boardroom, but above a surf shop in St. Agnes, Cornwall. It stemmed from a simple frustration: the lack of functional,ethically-made apparel for cold water surfers like myself. I knew there had to be a better way - a way to combine a passion for the ocean with a duty to protect it.That’s why I founded Finisterre over two decades ago, driven by a deep belief in doing things differently.
The Early Days: Pioneering Sustainability
Back in the early 2000s, ”sustainability” was hardly a buzzword in the business world. Convincing partners and investors to prioritize environmental responsibility was a significant challenge.The idea of a brand focusing on preferred fabrics or encouraging mindful consumption was largely unheard of.
However, fueled by a clear vision and supported by dedicated suppliers, customers, and communities, we persevered. We’re building a business that demonstrates a positive impact is absolutely possible. Yet, after 23 years, it still feels like we’re only scratching the surface.
[Image of Tom Kay with a dog, captioned: Every man needs a best friend and a well-equipped surf garage. – Finisterre]
The rewards of Purpose-Driven Business
Starting Finisterre has been a journey filled with highs and lows.Maintaining belief in your mission is crucial. Some moments stand out:
* Hearing directly from customers who appreciate the thought and effort behind our products.
* Achieving B Corp certification in 2018, validating our commitment to social and environmental performance.
* Opening our first brick-and-mortar store, a tangible representation of our growing community.
But above all, it’s the relationships we’ve forged along the way that have been the most rewarding. These connections have been instrumental in our success.
related: Review: Finisterre Nieuwland 3mm Yulex Wetsuit
Finding Balance: The Ocean as Sanctuary
As a founder, maintaining work-life balance is a constant challenge. I feel incredibly blessed to have a close connection with the sea and easy access to surfing. The ocean provides a vital reset, offering clarity and perspective.
We use Finisterre as a platform for ocean activism and to educate our community about conservation. starting a pioneering, environmentally-focused business has been demanding. The ability to escape into the waves is invaluable. Recognizing this, we established the finisterre Foundation to remove barriers to ocean access for everyone.
Expanding to the US: A Warm Welcome
The reception to Finisterre in the US has been overwhelmingly positive. After 23 years rooted in the Cornish workshop,witnessing the brand’s embrace across the Atlantic has been incredible. Our team has done a fantastic job fostering community through engaging events.
Interestingly, the core principles resonate equally well here as they do back home. For us,it’s about connecting with and supporting like-minded communities,regardless of location.
Related: Surfrider Foundation’s Ocean Friendly Programs
Ultimately, Finisterre is more than just a surfwear brand.It’s a testament to the power of purpose, a commitment to sustainability, and a deep love for the ocean. We’re not claiming to have all the answers,but we’re dedicated to continually learning and striving to create a better future for surfing and the planet.
