In this episode of Who’s Elvis Around Here?, Chris Baréz-Brown sits down with Tom Kay, founder of Finisterre - the pioneering outdoor brand born on the cliffs of Cornwall.

From humble beginnings in a flat above a surf shop to a global, purpose-driven business, Tom shares the real story behind building a brand that stands for something more. This is not just about business growth - it’s about culture, purpose, and the power of people.

Tom reveals why “low ego” is the most underrated leadership trait, how a clear purpose can unlock creativity and ownership, and why staying connected to nature (yes, even cold-water swims!) shapes better teams and better decisions.

They also explore:

• The highs and lows of building a brand from scratch 
• How to maintain startup energy after 20+ years 
• Why purpose-driven companies attract better people 
• The role of the ocean in shaping Finisterre’s identity 
• What gives Tom hope in a challenging world 

If you're a founder, leader, or anyone interested in building meaningful culture - this episode is packed with insight.

👉 “Never underestimate the power of a small group of people to drive change.”