UK Surf Brand Finisterre is Coming to a Small Maine Surf Shop

Despite the wide geographic gap between them, hardy UK cold water surf brand Finisterre and Maine Surfers Union, a pocket-sized surf shop in downtown Portland, Maine, have partnered together to bring the popular B Corp’s sustainable, hardwearing apparel and surf gear to North America in an unconventional collaborative retail experience.

As a result, the 1,1000-square-foot Maine Surfers Union shop has been completely remodeled to reflect the Finisterre aesthetic established across the brand’s 11 UK locations.

On paper, it may sound unlikely that an established surf brand from overseas would choose to set up shop in a small (cold) city like Portland over a larger (warmer) coastal metropolis, but for both partners, it makes perfect sense. While they are united by a shared passion for surfing the cold and fickle swells of the North Atlantic, they also share an appreciation for the grassroots style of doing things slowly, sustainably, and with community as an organizing force.

Source: https://www.fieldmag.com/articles/finisterre-us-retail-shop-portland-maine-surfers-union