In the summer months, a trip to the British seaside to swim or surf can be as wonderfully tempting as any European shore. But, as anyone who’s ever dipped a toe in the English Channel in January knows, dipping in any more should not be taken lightly.
Trouble is, for a certain ilk of die-hard surfer, the thunderous, hypothermic waves at that time of year are simply irresistible. Tom Kay, founder of British surf brand Finisterre, has spent his life braving these waters and has learnt a thing or two about how to maintain some degree of warmth meanwhile. Indeed, Finisterre came about entirely for that reason.
“The brand was born from my love of the sea and a belief in a better way of making products,” says Tom, from the company’s headquarters in St Austell, Cornwall. “I wanted to build a brand that was true to who I am, my passions and my beliefs, but also one that could drive change.” The brand includes a charitable arm, the Finisterre Foundation.
As a word, Finisterre, meaning “land’s end” (or, more dramatically, “end of the world”), is one that many will recall as a sea area referenced by the BBC radio shipping forecast. Of founding the company in 2003, Tom says, “From the start, we were looking to support marine conservation activities and do [ethical] stuff beyond the business. There’s a lot of romance to the brand, but meanwhile we’re also doing some really pioneering, innovative stuff. We’ve always tried to make things in a way that’s different to what’s come before.”
Take Finisterre’s wetsuits, for example: all of them are now made from Yulex natural rubber, a clean, plant-based alternative to traditional, toxic neoprene. The brand’s bestselling outerwear is made from NetPlus, a recycled yarn made of 100 per cent traceable, discarded fishing nets; and all its waterproofs are free from harmful flurocarbons that are commonly used in the industry.
What’s more, 10% of the proceeds from the Save The Sea collection is donated to a charity partner, such as Surfers Against Sewage, Project Seagrass or Oceana UK. It was this kind of commitment that led Finisterre to become the UK’s first B Corp certified outdoors brand in 2018.
Tom says it was always his intention to operate in that way, but that the certification proves they weren’t just paying lip service. “For us to have that stamp that says we’ve been independently assessed in accordance with the highest levels of transparency, sustainability and accountability was not only huge for us, it was important for our customers.”
Throughout everything Finisterre does, there is a real sense of place and a pride in its Cornish roots. “Hopefully it’s a symbiotic relationship,” says Tom. “We get our inspiration from Cornwall, and the aim is always to give back, both to the marine environment and the local community.”
This attitude, he says, is something he has also recognised at THE PIG-at Harlyn Bay. “For me, the hotel feels really connected to the area and its natural surroundings,” he adds. “I suppose there are parallels to what we do in terms of creating a quality product, an attention to detail, but also being inspired by Cornwall.”
What is it about Cornwall that is so inspiring? “I guess I love the seasonality,” says Tom, dreamily. “A lot of the time, it’s pretty extreme and can be hard to deal with so you have to learn to embrace the seasons.
And, you know, the more challenging elements never last for ever, so you develop a pretty appreciative mindset. Eventually the wind drops, the sun comes out, the swallows start arriving and you can get out for a surf. You just have to enjoy the elements, whatever they are.
Join us at THE PIG-at Harlyn Bay for B Corp Month to hear from inspiring female voices on how to foster accessible and inclusive surfing for women and girls. Adele Gingell, Head of Positive Impact and the Finisterre Foundation will be part of the panel – and we can’t wait to see you there!
