Introducing SFW Hub: Covent Garden

Introducing our Hub partner in Covent Garden, London: Finisterre!

You may have heard of the brilliant brand but we chat to Ruth Timms who is leading on the Covent Garden Hub this September for insight into the ethos and history of the brand and the team behind it.

Can you introduce us to Finisterre?

Ruth:

“Built from the needs of hardy British surfers, Finisterre makes enduring outdoor wear for an inspired life in and around the sea. 
 
It started in 2003 in a flat above a surf shop with an innovative fleece that was designed to keep out chill winds and warm up cold bodies. Since these early days, driven by those who have jumped on board, supported by our customers and suppliers, the brand and product has widened beyond these original beginnings. Yet from our cliff top workshop in St. Agnes, we stay true to our original design ethos of functionality and sustainability brought to life in an understated style and identity, always remaining committed to product, environment and people.  The name of one of the most rugged headlands that bravely bears the full brunt of the North Atlantic gales, and a former shipping forecast area, Finisterre literally means end of the earth or land’s end. The place where land ends has intrigued man for centuries, fostering both a real and a romantic relationship with the sea; a relationship that runs deep in our narrative. Since day one we have taken a pioneering approach to making better and more sustainable product, challenging and innovating, seeking alternatives to what has gone before. We’re committed to making informed decisions about our impact on the environment and are constantly trying to push boundaries to make the best product we can. In our eyes this is gear that will be with you the longest; and the longer you have it, the more attached to it you become.”

Who is behind your organisation?

Ruth: “We have the Senior Leadership Team including: Founder, Tom Kay, CEO - Will Sheane, Head of Positive Impact - Adele Gingell, CMO – Bronwen Foster-Butler, CPO – Amelia Hornblow, FD – Louise Maguire, Head of People & Culture – Janine Mason.
The Lived & Loved Repairs Team: Head of L&L Amy Brock-Morgan, London Repair Specialist – Ruth Timms, Bristol Repair Specialist – Mica Papandrea, Cornwall Repair Specialist – Emily Postle.”

Where are you based?

Ruth: “Finisterre HQ is based in St Agnes in Cornwall but we have stores all across the UK and wholesale internationally. I am based in our London store in Covent Garden.

What’s your background?

Ruth: “I trained in Fashion Design at Falmouth in Cornwall and then spent nine years working at TOAST where I worked in Marketing, before moving back to working more creatively on my own practice and in Repairs for Finisterre.”

What are the guiding principles of Finisterre?

Ruth: “We take our commitment to sustainability seriously, our material selection focusses on choosing the right fabrics to create the best possible product, which is lasting, fit for purpose and has the least environmental impact. Central to this mission is circular sourcing, including renewable and recyclable textiles, as well as natural fibres and finishes. Back in 2018, we were proud to be the first outdoor clothing company in the UK to become B Corp certified.”

Quick Fire Questions

What piece of advice would you recommend to someone trying to change their fashion habits for the better?

As we say at Finisterre, the most sustainable product is the one you already own.  

Which issue do you feel is the most important to address in the fashion industry? Overconsumption is our biggest issue. We need to reduce the amount we are purchasing new and focus on keeping items in circulation for longer.  

What is your top tip for those new to consuming fashion sustainably? 

Buy from a brand that you know are making sustainable material choices and producing their products fairly and ethically, wear the item for as long as possible and repair it if needed. When you no longer need it pass it along to someone that will love it as much as you did.  

Are there any documentaries/ exhibitions/ books you’d recommend for someone who is looking to change their perspective or educate themselves on the topic of fashion sustainability?  

Worn: A People's History of Clothing - Book by Sofi Thanhauser, Visible Mending - by Arounna Khounnoraj, The Art of Repair - by Molly Martin 

What is your favourite wardrobe staple?

A great pair of denim jeans. 

You can learn more about Finisterre at their website here.

View the Covent Garden Hub activities here.