Surf’s Up at Selfridges! Cornish cold-water surf company Finisterre has opened its latest retail venture, a dedicated pop-up space at the London department store, opening today ( 6 October) to 21 December.
Marking an “exciting step” in the brand’s retail journey, it’s “bringing its sustainable coastal ethos to one of the world’s most iconic department stores”.
Designed as a “one-stop destination for the modern man”, the space features a curated selection of the brand’s new winter collection. Highlights include its best-selling Stormbird and Skybird jackets, as well as cold-weather staples such as the Barents jumper and the new Shipyard jacket “built for frosty commutes and coastal adventures alike”.
The interior design draws inspiration from Finisterre’s Cornish roots that we’re told are “gritty, authentic, and deeply connected to the sea”, while reflecting the brand’s values, including using reclaimed timber and archive photography “that capture the spirit of cold-water surf, adventure, and resilience”.
The space is designed to feel warm and authentic, “a welcoming shelter to return to after a surf or swim, where the rawness of the outdoors meets comfort and community indoors”.
CEO Will Sheane said: “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.”
And for a brand “born in the small coastal town of St Agnes, Cornwall”, its presence in Selfridges “represents a major milestone for a small, independent B-Corp surf company” and is “a statement of how far a small company can reach while staying true to its Cornish roots”.
