Introducing Shop Smart, POW UK’s monthly blog series profiling equipment and clothing brands in the outdoor and snowsports industries. Over the next few months we’ll be taking a look at the environmental and sustainability credentials of some well known, and lesser known, brands.

British brand Finisterre have been making waves in the surf industry for years, but far from being just for surfers, their durable, environmentally friendly outerwear is ideal for anyone who loves the great outdoors. Here’s all you need to know about the Cornwall-based company and why you should check them out. 

Brand story

Founded in 2003 by British surfer Tom Kay, Finisterre was born out of a need to create robust and cutting-edge products to keep cold water surfers warm in all weathers. 

Starting with a pioneering waterproof and windproof fleece made in Devon, Finisterre have always sought sustainable alternatives to current materials. From base layers composed of natural, renewable and biodegradable fabric, to insulated jackets with recycled, down-free fill they are constant innovators.

Their mission was to create “hardy products that are fit for purpose and cause as little environmental impact as possible”, and they have stayed true to that mission ever since.


Supply chain

From the farm to the store, Finisterre take supply chain transparency seriously. They work with some of the most ethically and environmentally advanced factories in the world, and have published a full list of the manufacturers they work with on their website, including information about which products are made in each location (

B Corp certified

In 2018 Finisterre became a certified B Corporation, joining nearly 3,000 businesses worldwide who are committed to using business as a force for good.  B Corps are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose (

As a consumer, choosing to shop with B Corp businesses like Finisterre is a great way to ensure your money makes a positive impact. You can read Finisterre’s current B Corp impact score and report here:


Fabric Innovation

Outdoor clothing and equipment can come at a high cost to the environment, from the polluting fluorocarbon (FC) finishes used in waterproofs, to the down used in insulating jackets. Since its founding, Finisterre has been pushing the boundaries of the outdoor clothing industry through their work on fabric innovation.

Their jackets are made from their very own ‘Finisterre Engineered Insulation’, a down-free fill composed of recycled polyester, and their base layers are made from a blend of fully traceable, non-mulesed (cruelty free) Merino wool and the natural fibre Tencel. 

In recent years, they have also managed to remove the use of fluorocarbons from their range (  The result is long-lasting, high performance active wear, that doesn’t damage the planet.


Finesterre believe that single use is no use, and we couldn’t agree more! They have eradicated single use, non-degradable plastic from their packaging, swapping it out for good old-fashioned string and recyclable FSC paper. The team is also working on new ocean-safe solutions for packaging, including water soluble, ocean-safe poly bags.

Waste reduction

As well as this, they are taking steps towards a circular economy; reducing waste with a clothing repair scheme to breathe new life into damaged and worn clothes and a Fabric Use-Up Project to repurpose unused fabric into accessories, such as hats and tote bags. 

It is clear that Finisterre are a company built around sustainability and this is something that they continue to focus on while refusing to compromise on quality. As consumers, spending our money with companies that put the planet first is a powerful form of climate activism that really can help protect our winters. 

Stay tuned for the next edition of our ‘Shop Smart’ series and drop us an email if you’d like us to profile a particular brand.

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