Why UK Surf Brand Finisterre is Dropping Anchor in 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.

The result is a fine tuned co-branded, co-curated shop, set in the existing 1,100-square-foot Maine Surfers Union shop, recently remodeled to reflect the Finisterre aesthetic established across the brand's 11 UK locations. "This is a place for us to show who we really are and not just turn up on a rack." says Chris Evans, President and General Manager of Finisterre North America.

The shop will exclusively feature apparel and wetsuits by Finisterre presented alongside a highly-curated selection of boards, surf accessories, and Maine Surfers Union merch.

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.

Aside from outfitting northern adventurers in the gear they need, Finisterre will be also bring its Lived and Loved repair program to the shop, which personally ties into Fox’s background as a professional sailor who spent time making boat sails, and continues to appreciate sewing and mending as a meditative counterpart to the active surfing lifestyle. Future collaborations include community cleanups, local artist collaborations, and the revival of Maine surf film festival, Save the Waves.

Visit Maine Surfers Union