Brand Architects: Tom Kay of Finisterre

Bora Celik -

In an inspiring conversation, I dive deep with Tom Kay, the visionary founder of Finisterre, the iconic sustainable outdoor brand that has been making waves in the industry for over two decades.

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From its humble beginnings crafting fleeces for cold-water surfers to its evolution as a certified B-Corp, Finisterre has never wavered in its commitment to building a truly beautiful business that puts people and the planet first.

Tom shares captivating stories and hard-won wisdom from his 21-year entrepreneurial journey - the highs, the lows, and the unwavering conviction that has propelled Finisterre to become a beacon of authenticity and sustainability in the fashion world.

Whether you're a founder looking for inspiration, a creative seeking to reconnect with your purpose, or simply someone who appreciates the power of a well-told story, this conversation is not to be missed.

Topics discussed:

  • Finisterre's origin: born from Tom's love of surfing and sustainability
  • First product: a highly functional, sustainable fleece for cold-water surfing
  • Expanding product range based on Tom's needs as a surfer
  • Collaborations with brands and artists that share Finisterre's values
  • B-Corp status and commitment to being a regenerative business
  • Balancing beautiful design with high-performance, sustainable materials
  • Emotional attachment to products: goal of 15+ year product life
  • Repairs celebrated as a badge of honor, enabling longer use
  • Finisterre's influence pushing sustainability in the wider industry
  • Struggles and triumphs of the 21-year entrepreneurial journey
  • Tom's creative process: best ideas come in nature, water
  • Unwavering conviction for building a meaningful, impactful brand
  • Using business as a platform for positive change from day one
  • Team culture: "Sea Tuesdays" to strengthen connection to the mission
  • The power of an "outsider" (Alan Moore) recognizing Finisterre as a "beautiful business"
  • Balancing fatherhood with entrepreneurship: being present, having no regrets
  • Renting wetsuits: making sustainability accessible and encouraging considered consumption
  • Reflecting on Finisterre's journey while excited for the road ahead

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