Finisterre wins UK's biggest Ethical Prize for Fashion

Who has done the most to safeguard the planet in the past 12 months - Finisterre, a small company based on the cliffs in St Agnes. They have won the fashion category of the Observer Ethical Business Award. The major award follows a great year, during which Finisterre won an ISPO Brand New Award, were invited to the House of Lords and to speak with Al Gore on ethical issues.

This follows the success and integrity of the 2006 and 2007 awards, which saw Make Poverty History win Campaign of the Year and Al Gore win Campaigner of the Year. Judges of the awards included Elle McPherson, Colin Firth, Deborah Meadon of Dragons Den and wind up radio inventor Trevor Baylis.

Cornwall's own, Finisterre, is the first action sports company to specialise in quality technical apparel with a groundbreaking manufacturing and environmental ethic won Fashion Brand of the Year. Finisterre was nominated alongside some of the most progressive ethical thinking politicians, businesses and campaigns this year. "We don't push environmental and social issues to turn a profit, or achieve greater market share, it has always been at the core of what we do, since day one. We're honoured to have been noticed and to win the category was a massive point in our journey so far - loads of thanks to all those who voted - we're stoked", said Tom Kay, Finisterre founder.

Panellist and eco-designer Max McMurdo appreciated the way the brand had resisted the temptation to go too high end, as so many ethical labels do, and admired the way Finisterre refused to 'distance itself from the high street' but instead normalised ethical production.

He added: "GQ magazine declared the Finisterre Anabatic shell jacket one of the '100 Best Things Right Now' last year. Now we declare it an ethical winner."

The awards are instrumental in progressing ethical thinking and ideas in the UK. The aim is to reward those pioneering a sustainable future for the country and to recognise the very best products, innovations and schemes that make living ethically achievable. The awards will also bring to light those who give ethical living a mainstream and practical appeal.

Green awards are no longer an anomaly. Since they started, quite a few green gongs have begun to be handed out - predominantly in the corporate and marketing worlds. But the Observer Ethical Awards are not just about attaching a green tag; they also examine transparent environmental and social agendas. The awards break across sectors and communities, acknowledging everyone from campaigning kids to fashion designers.

For more on the awards, visit: observer.guardian.co.uk/ethicalawards
Contact: www.finisterreuk.com
Finisterre team photo: Stephen Davis, Tom Kay (founder), Happy the team dog, Ernest Capbert and Tom Podkolinski outside their St Agnes office