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

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.

“Communities surrounding Finisterre’s Cornwall and [Maine Surfers Union’s] Portland, Maine share the same deep generational connection with the ocean,” Evans says of the similarities between the two seaside towns. “Ultimately these rugged, outgoing, ocean loving communities are equally passionate about enjoying and protecting their North Atlantic coastlines.”

The Maine Surfers Union x Finisterre shop will be fully stocked with gear that actually suits cold water surfers. “We will have proper gear and clothing for men and women that isn’t based on a California brand,” says Charlie Fox, owner of Maine Surfers Union. And because it wouldn’t be a retail experience in 2024 without it, the shop will serve specialty coffee in the mornings and local craft beers at night.

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