Kernow Waves co-founder, Tom Wilkins, talks about what inspired him and his wife to create an ethical and sustainable surf wear brand in the heart of Cornwall.
Newquay, Cornwall Oct 10, 2021 (Issuewire.com) – I have always been drawn to Cornwall, and in fact, some of my earliest memories are being in the water down at Fistral Beach. Like so many other people, once I had discovered Cornwall; it was in my blood. I could not get away.
Since moving here to live with my wife, Alice, my love for Cornwall has continued to blossom. Although, It has definitely been a double edged sword, as I soon found that employment opportunities during Covid were very limited.
This lack of opportunity within Cornwall was something that irked me, because there are so many amazingly talented people right on our doorstep and their skills are not being utilised. That was when I started formulating the idea for Kernow Waves.
I love clothes and I love the sea. Mixing the two to create a surf wear brand was a no brainer. I had previously gained surf brand experience whilst working as a Supervisor for a surf brand store in Torquay. Although I loved the whole environment of the store and the people that I met, I was annoyed at the lack of sustainability and the high environmental impact of the industry.
I knew that if I was to start my own surf wear brand, it would have to be different. The core principles and ethos of the brand would need to be centred around; community empowerment and sustainability. Everything else would come second to those principles.
I researched the industry and found a supplier who would help Kernow Waves to meet its sustainability pledge. Through this supplier we are able to ensure that all of our clothing is made using only 100% Organic Cotton and that all manufacturing processes are powered entirely by renewable energy sources. They are also an industry leader when it comes to fair pay.
Moving forward, I want Kernow Waves to become an advocate for Cornwall. A brand that does not exploit its local community, but instead empowers it. A brand that will always look to use the skills and experience of local Cornish people, whilst paying them fairly for their work. I believe that by becoming known as a brand that cares, Kernow Waves will not need to compromise on its key principles in order to succeed.
The Kernow Waves website finally launched on 01/10/21 and the first product range is one that we are proud of. The range is a mixture of mens, woman’s and children’s surf wear and accessories, which showcase strong imagery with a consistent brand identity to ensure that it stands out. It is a brand range that people can wear with pride, safe in the knowledge that they are doing their bit to improve the sustainability of the clothing industry, whilst simultaneously supporting their local community.
Source :Kernow Waves Surf Clothing
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