Shaped by Cornwall’s lifestyle, Finisterre – perched on the clifftops of Wheal Kitty – stands testimony to the influence our rugged shores can have on the characters and businesses spawned here. Standing at its helm, Tom Kay has been steering his coldwater clothing brand true north for twenty years now. Time then, to catch up with Tom about life in St Agnes and the global success of Finisterre.
Tom, it’s been 20 years since our first interview when you’d just launched Finisterre and were selling waterproof fleeces from behind your sofa. Now you’re compared with Patagonia for your drive to create functional, sustainable outdoor gear and your disruptive business model. How does it feel?
So, yeah, it’s been 20 years. But I hope you can see that it’s the same sort of place and vibe now as it was then: There’s dogs, there’s surfboards, there’s swimming stuff. And then there’s more people, there’s more stores, there’s more product, there’s more change. There’s more impact.
How has Cornwall influenced your brand?
The mindset of Cornwall, the place that we all know and love is, has been a big inspiration: the natural surroundings, the rocks, the seabirds, the wildlife, the surf, the coastal communities. And then there’s the voice: activism, driving change, that sort of thing.
So why Cornwall as the place to start up Finisterre in the first place?
When I started Finisterre it was really important that the place we are in, is consistent with the brand we are. It’s all about functional products, rugged coast, surfing, seas, cold water, commitment and that sort of thing. And when you come to St Agnes, there’s a consistency with the place we are, the people we are and the brand we are.
You’ve got 11 stores around the country now – is Cornwall still the best place to run your business from?
Cornwall is the home, and the spiritual home, of Finisterre. It’s where the brand fits, and I fit. Even thinking back to 20 years ago, when there was no broadband down here, it was still the right place. There are still challenges, but we always work hard to overcome those. Now Cornwall is luring a much younger workforce, but finding somewhere to live can be really hard.
People are connecting more with the sea by swimming and surfing. And through brands like Finisterre, if we can show people that the sea is good for you – that you’re a better person spiritually, emotionally and physically when you’re connected to the water – then, when you’re back on land, you have more understanding, and make the right choices to protect the ocean and look after it.
How has the product been influenced by Cornwall and the community at the heart of Finisterre?
You can’t have one without the other. We set out with an intentional true north as to what we were going to do to drive change, be a better business and a great culture. And that’s been us since day one. Once you have that intention set, then I guess opportunities come to you through community. We’ve built a community and we’re supporting communities. Our Finisterre Foundation is now streamlining that side of it.
What is the Finisterre Foundation?
The Foundation is there to break down barriers of entry into the sea. And that could be anything – economic, social, religious, cultural, sensory, mental health issues, whatever it is. We donate an amount to the Foundation from every order, and that’s used for projects such as adapting wetsuits.
What about the community within the business?
Within the business the community culture is strong. We have Sea Tuesday every week when you have an hour to go and be in the sea – for a swim, a surf, or or walk with your kids or dogs – whatever you want. This morning I swam down here with about 20 people from work. We’re a brand that connects people to the sea. So every week it’s a reminder of why we exist.
I always wanted Finisterre to be a great place for people to realise their own ambitions and succeed. And it’s exciting for me now that there’s loads of young crew coming in, running with their ideas and making it their own. It’s still going in the same direction, but it’s great having that kind of free, creative, driven space for people.
How do you intend to pass your legacy and love of the ocean to next generation?
Awareness of the impact of business is laced in the next generation. We’ll remain current with the innovations in fabric, and be clear in our intentions to become a circular economy. We do repairs in more of our stores now, and through brands like ours, people are starting to realise that they need to consume in a different way. You can trade in your product, or it can be recycled. So we’re leading by example. The younger demographic should get it quicker than the ones we had to change before.
We also have a rent-a-wetsuit programme. Fundamentally, neoprene wetsuits are a bad thing and we’ve been doing Yulex suits for five years now. But not everyone can afford a Yulex suit. So how do we match that desire to consume better with a product they can afford? Now you can rent a Yulex suit for £4 a day. Which shows how you can use a disruptive business model to address consumer trends of wanting to buy better.
How does Finisterre encourage people to protect the environment they love?
Our Sea7 is an ongoing initiative trying to help people on their activist journey, wherever they are. Many people don’t know where to start, or feel helpless. I mean, we can’t all be on a whaling ship in Antarctica or marching in London, or whatever. So Sea7 is an ongoing series of workshops that you can tap into, to drive change wherever you are. Nobody lives far from a body of water that needs some protection and some guardianship. Just small changes can make a big difference.
People are connecting more with the sea by swimming and surfing. And through brands like Finisterre, if we can show people that the sea is good for you – that you’re a better person spiritually, emotionally and physically when you’re connected to the water – then, when you’re back on land, you have more understanding, and make the right choices to protect the ocean and look after it.
You’ve got three kids and a business – how do you juggle Finisterre and family life?
Living in St Agnes I can be home to do the kids’ school drop off, pick up, or bath time, so I try and make time for these. The weekends are family time so we head to the beach – usually Chapel Porth where there’s no reception and big tidal pools to play in. For me, as a parent, it’s about passing on my love for Cornwall and the ocean to my kids. That’s not always surfing. It’s seeing them happy and confident in their environment and starting to understand it and respect it.
Surfing was the passion that led you to launch Finisterre. Do you still have time for surfing?
Yeah, but when I was younger, surfing was a bit more focused on adrenaline and waves. Now I just go for time out in nature. The other day I was out on my own and it was like three foot, messy and onshore. But I just had that time in the sea on my own, and I get a lot more out of that than on a mega-crowded peak.
When you break out of St Agnes, where do you go?
I love Penwith, especially when it’s pretty wild. Gwynver is a beautiful spot to go camping as well as surfing. In the autumn and winter swells I love going to Porthleven and hanging out down there. Good waves, coffee at Origin, pasties and seeing friends.
Like a lot of places in Cornwall, St Agnes has changed, but it hasn’t changed at all in the last 20 years. It’s a great village with cosy pubs and hangouts, the beaches and a good vibe. And there’s a buzzing coastal community with loads going on.
Trevaunance Cove
There’s a huge swimming and surfing community at our local beach, so hop in for a dip, or, if there’s swell, bring a board.
Chapel Porth
Tom’s favourite surf spot. It’s fickle and wild. With just a National Trust car park and a small stone hut serving legendary hedgehog ice creams, there is very little to blemish the wild, wave-hewn terrain overlooked by iconic mining chimneys.
The Mindful Menu
Local, seasonal and sustainable food served next door to Finisterre at Wheal Kitty. Top lunch spot.
Cord Surfboards
Sitting opposite Finisterre at Wheal Kitty, this is where to head for your custom surfboard. Born and bred in St Agnes, Markie Lascelles has been surfing and shaping boards since he was a grom, and took on Cord Surfboards from his legendary surfer Dad, the late Pete ‘Chops’ Lascelles.
The Sorting Office
A great spot in the village for coffee and pastries.
Genki Café
A tiny little café on Quay road serving up homemade cakes, smoothie bowls, salads, waffles and sandwiches.
Taphouse
Food, drink and music in a cool setting where you can whet your whistle and tap to a tune or two.
Night Hatch
Pop-up spicy street food and vinyl, run by a phenomenal local chef. Look out for his next St Agnes spot on local socials.
The Driftwood Spars
A dog-friendly traditional village boozer with low beams, log fires and its own microbrewery. Cosy in winter, with a great outdoor space for summer days, too.
For all the functional, sustainable clothing you need for the Cornish coastal lifestyle, check out Finisterre or visit their stores in St Agnes, St Ives, Falmouth, Wadebridge, Brighton, London, Bristol, Bath, Exeter, Edinburgh and Norfolk.
