Tom Kay, Cornwall, February 2023. Photo: Mat Arney
For episode 201, I caught up with friend-of-the-pod and Finisterre founder Tom Kay on the occasion of the brand’s 20th anniversary. We discussed running a business with purpose, the lessons Tom has learned over the past two decades, and much more. If you haven’t heard it yet, listen here:
In this week’s Open Thread, open to free and paid subscribers, Tom is going to answer questions about our conversation and his twenty years at the helm of Finisterre.
Finisterre have also offered a brand new Yulex wetsuit as prize for the best question in the comments! Tom will pick a winner once the Thread is finished. (This contest is only open to paid subscribers, as will all future Open Thread contests featuring prizes from my pals at Stance, Db, Patagonia, Danner and Goodrays).
Hi Tom, wondering if you could tell us a little bit about your personal journey to find Finisterre’s purpose as a brand and as a company? Wondering if it’s fully aligned / identical with your own personal purpose?
Thanks! Now, please just think about opening a store in NY :) frigid temps here also.
Just wow. This doesn’t normally happen, right. An engaged community. A CEO who thoughtfully responds to each and everyone. By way of my own gratitude to you all and a thank you to Tom - here’s a playlist assembled over the weekend aptly entitled ‘sea.bathing’ - it’s all springing forward, sun streaming through, late afternoon / early evening, sun down over our seas
Genuinely interested in how any company with an ethical ethos can use China as a place to manufacture their goods. If not for a geopolitical reason but for the ‘consumer miles’ on a product.
What is the best life-lesson that the ocean has taught you, that you can apply to the rest of your life, including business. So when the tough days come and we all know they do come, this is a life-raft for you to hang onto that offers solace and direction.
Hey Tom, really enjoyed the episode – you talked a little bit about values vs business needs, but I wondered, with increased focus and pressure on so many fronts – the environmental impact we all have, more focus on sustainability, less focus on consumption, development in various technologies, perhaps even changes in attitude to work/life balance, and of course cost flutuations – what do you see as the biggest challeges for a organisation like yours over the next 20 years? Do you have to limit ones own goals for growth for the 'greater good'?
Tom I know you are and have been involved in the RNLI, not just as a supporter but also a member of the crew. What lessons have you learned from that community as well as technically, that you’ve used to guide your leadership at Finisterre as well as how it’s influenced the culture at the company.
I've had a few conversations recently (incl with Rebecca Olive & Hugo Tagholm) about how surfers often think they are environmentalists & super in touch with the natural world as they spend so much time in the sea, but in practical terms they often don't really do enough for the planet.
I wondered if you had any thoughts on how to engage more surfers in positive environmental/social action without hectoring them?
Hi Tom, thanks for your time. My question is around mindset and dealing with failure or doubt. At the moments where you thought the journey was over or physically, financially or mentally you felt that you couldn’t take the brand further what was it that drove you onwards?
Hi Tom, Finisterre has been one of the first surf brands to move away from chloroprene rubber for their wetsuits and probably the first to be completely Neoprene free. Why did you make the switch? How has feedback been on your Yulex suits.
Last one from me, Yulex is obviously the right thing to do. But how do we scale the message about the harm being done by neoprene, so it goes beyond the niche audience. Is it possible to positively challenge the government large producers to subsidise the purchase/subscription of Yulex to make it more accessible to a larger addressable market?
Morning Tom! On a 20 year journey there will have been many paths you could have gone down with Finisterre and plenty of people who will have offered advice, thoughts or backing along the way. Standing where you are today, what offer are you glad you turned down / well meaning piece of advice are you glad you ignored.
Morning Tom, how do smaller disruptive clothing brands like Finisterre challenge some of the status quo around textile manufacture and end of life practices, E.G. such as incineration.
Hi Tom. What's been the biggest challenge of the last twenty years when it comes to running Finisterre? And what do you think will be the biggest challenge of the next twenty?
Hi Tom, wondering if you could tell us a little bit about your personal journey to find Finisterre’s purpose as a brand and as a company? Wondering if it’s fully aligned / identical with your own personal purpose?
Thanks! Now, please just think about opening a store in NY :) frigid temps here also.
Just wow. This doesn’t normally happen, right. An engaged community. A CEO who thoughtfully responds to each and everyone. By way of my own gratitude to you all and a thank you to Tom - here’s a playlist assembled over the weekend aptly entitled ‘sea.bathing’ - it’s all springing forward, sun streaming through, late afternoon / early evening, sun down over our seas
Enjoy and thank you
https://open.spotify.com/playlist/7u56UMMbKq9lbNaSpvkk8n?si=DcHGxhPDQdeTyCQ_ludTug&nd=1
Genuinely interested in how any company with an ethical ethos can use China as a place to manufacture their goods. If not for a geopolitical reason but for the ‘consumer miles’ on a product.
I ask this out of ignorance to global markets.
What is the best life-lesson that the ocean has taught you, that you can apply to the rest of your life, including business. So when the tough days come and we all know they do come, this is a life-raft for you to hang onto that offers solace and direction.
Hey Tom, really enjoyed the episode – you talked a little bit about values vs business needs, but I wondered, with increased focus and pressure on so many fronts – the environmental impact we all have, more focus on sustainability, less focus on consumption, development in various technologies, perhaps even changes in attitude to work/life balance, and of course cost flutuations – what do you see as the biggest challeges for a organisation like yours over the next 20 years? Do you have to limit ones own goals for growth for the 'greater good'?
Tom I know you are and have been involved in the RNLI, not just as a supporter but also a member of the crew. What lessons have you learned from that community as well as technically, that you’ve used to guide your leadership at Finisterre as well as how it’s influenced the culture at the company.
Hey Tom, hope you're well.
I've had a few conversations recently (incl with Rebecca Olive & Hugo Tagholm) about how surfers often think they are environmentalists & super in touch with the natural world as they spend so much time in the sea, but in practical terms they often don't really do enough for the planet.
I wondered if you had any thoughts on how to engage more surfers in positive environmental/social action without hectoring them?
Thanks, Sam
Good morning Tom,
I haven’t listened to the recent conversation with Matt, so apologies if you covered this.
A couple of years ago you were looking to employ someone who would work on a solution to recycle neoprene/wetsuits.
Are there any updates? How did you get on?
Good morning. Tom. How do you steer your ship to ensure that the health of our waters, does not affect the wealth of your business?
Hi Tom, thanks for your time. My question is around mindset and dealing with failure or doubt. At the moments where you thought the journey was over or physically, financially or mentally you felt that you couldn’t take the brand further what was it that drove you onwards?
Hi Tom, Finisterre has been one of the first surf brands to move away from chloroprene rubber for their wetsuits and probably the first to be completely Neoprene free. Why did you make the switch? How has feedback been on your Yulex suits.
Last one from me, Yulex is obviously the right thing to do. But how do we scale the message about the harm being done by neoprene, so it goes beyond the niche audience. Is it possible to positively challenge the government large producers to subsidise the purchase/subscription of Yulex to make it more accessible to a larger addressable market?
Morning Tom! On a 20 year journey there will have been many paths you could have gone down with Finisterre and plenty of people who will have offered advice, thoughts or backing along the way. Standing where you are today, what offer are you glad you turned down / well meaning piece of advice are you glad you ignored.
Morning Tom, how do smaller disruptive clothing brands like Finisterre challenge some of the status quo around textile manufacture and end of life practices, E.G. such as incineration.
Hi Tom. What's been the biggest challenge of the last twenty years when it comes to running Finisterre? And what do you think will be the biggest challenge of the next twenty?