Defying all convention, Cornwall-based clothing company Finisterre have made the cold embrace of the English ocean the main focal point of their lookbook for their latest AW12 collection.
Shot on the seaside of St. Ives and featuring Cornish surfer Matt Smith (not to be confused with the current incarnation of Britain’s favourite time traveller,) the latest Finisterre AW12 lookbook is a celebration of the UK coast and the bold layering and insulation often necessary to survive it.
Founded in 2002 as a technical clothing line for local surfers, the brand has grown into veritable utilitarian powerhouse, becoming a driving force for the expansion of the UK wool market and a staunch advocate for the welfare and traceability of sheep used in the manufacturing of high quality clothing.
Subversive though their marketing strategy may be, their AW12 collection is a comforting selection of chunky-knit jumpers, down jackets and chequered shirting, presenting a warm and classically rugged look which is sure to go down a treat with sea-lovers and landlubbers alike.
Although adventure sports such as surfing and skateboarding reached their apex of mainstream popularity in the 1990s and early 2000s, the appearance of skate iconography in commercial fashion avenues, such as the AllSaints AW12 campaign film, and the returning presence of action sportswear in street fashion mount them for a serious sartorial comeback – placing Finisterre in a position to become a clear favourite for UK fashionistos looking to ride the wave.
Finisterre have a pop-up store opening in Soho on November 21st 2012, where their AW12 collection will be housed, as well as being available for purchase on finisterreuk.com.