Finisterre, the renowned outdoor apparel brand known for its commitment to sustainability and ocean-inspired design, announced today the addition of Canadian surfer, mariner, and environmental advocate Andy Jones to its global Ambassador Team.
Based on T’Sou-ke territory on Vancouver Island, Jones embodies the resilient spirit of cold-water surfing combined with a profound dedication to coastal stewardship. With extensive experience guiding remote marine expeditions and working in ecological restoration, Jones currently serves in coastal spill response efforts along Vancouver Island’s southern shores.
Reflecting on his connection to the ocean, Jones shared, “There’s more to surfing than trying to shred like John John — especially up here. Canadian surf culture is evolving, and I’m excited to be part of that shift.” His approach to surfing blends traditional longboarding with high-energy twin-fin styles, highlighting inclusivity and adaptability.
Harry Fricker, Finisterre’s North America Marketing Director, emphasized Jones’s alignment with the brand’s values: “Andy represents exactly what Finisterre is all about — a deep connection to place, respect for the ocean, and a commitment to doing things the right way.
His work in coastal response and his approach to surfing both speak to a broader responsibility we all share. We’re beyond stoked to welcome him to the crew and support how he shows up for his community and coastline.”
Jones advocates for a reciprocal relationship with local ecosystems and communities. Whether observing wildlife from the shoreline or navigating icy reefs, his efforts are grounded in respect, exploration, and environmental care.
Finisterre continues to uphold its roots as a brand born from the needs of British surfers in 2003, evolving while maintaining its ethos of functional, sustainable outdoor wear crafted with understated style from their Cornwall workshop.
