[2][3][4] In 2003, Tom Kay[5] founded Finisterre above a surf shop after noticing problems with the ethics, design and functionality of many action sports brands.

Despite Human Rights abuses and other ethical concerns, Finisterre defended the move on the grounds of overall carbon footprint and the need of a small business to grow.

[14] The Bowmont sheep[15] is an extremely rare breed that was bred in the 1980s to create a new high quality fibre, by crossing a Saxon Merino with a Shetland.

In 2006 due to lack of funding the Macaulay Institute closed their research farm after 25 years just when the sheep were becoming consistent and the breed stabilising.

At this time there wasn’t a large enough market for the fine wool so many of the sheep got either slaughtered or cross bred, creating a less luxurious fibre.

With the help of clever promotional material and viral videos[17][18] the project is getting a lot of attention from the likes of Prince Charles and Savile Row[19] with a large interest in the sustainability of producing high quality, fine wool in the UK.

[23] Sadly Josh did not reach the summit due to a failure within his oxygen equipment and was forced to descend in a matter of life and death urgency.