Finisterre Surfs into Selfridges with Coastal Charm and Sustainable Style

Cornish cold-water surf company Finisterre has launched its latest retail initiative, a dedicated pop-up space within the prestigious London department store, Selfridges. This exciting venture opened its doors on October 6th and is set to run until December 21st, marking a significant and "exciting step" in the brand's evolving retail journey. The pop-up aims to bring Finisterre's distinctive sustainable coastal ethos to one of the world's most iconic and influential department stores.

Designed as a "one-stop destination for the modern man," the temporary retail space showcases a carefully curated selection from Finisterre's new winter collection. Shoppers can explore a range of high-quality apparel, with key highlights including popular best-selling items such as the Stormbird and Skybird jackets. Additionally, the collection features essential cold-weather staples like the Barents jumper and the innovative new Shipyard jacket, specifically "built for frosty commutes and coastal adventures alike," ensuring visitors are well-equipped for any environment.

The interior design of the pop-up draws heavily from Finisterre's deep Cornish roots, which are described as "gritty, authentic, and deeply connected to the sea." This aesthetic faithfully reflects the brand's core values, incorporating sustainable elements such as reclaimed timber and powerful archive photography. These visual components are specifically chosen to "capture the spirit of cold-water surf, adventure, and resilience," creating an environment that feels both warm and authentic. The space is meticulously crafted to serve as "a welcoming shelter to return to after a surf or swim, where the rawness of the outdoors meets comfort and community indoors."

Finisterre CEO Will Sheane emphasized the strategic importance of this new retail venture, stating, "This pop-up gives us the chance to introduce Finisterre to new audiences while celebrating what defines us: thoughtful design, a love of the sea, and a commitment to making products responsibly." For a brand "born in the small coastal town of St Agnes, Cornwall," its presence in Selfridges signifies a monumental achievement. It represents "a major milestone for a small, independent B-Corp surf company" and stands as "a statement of how far a small company can reach while staying true to its Cornish roots and values."