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IN DETAIL: Joanna Dai, Founder of Dai and Tom Kay, Founder of Finisterre

| 23 March 2022

IN DETAIL: the Podcast from in which we get under the hood of the industry and examine the business & consumer trends that are driving change and take a look at some of the brands and people that are shaping the future of fashion.

In this series we will interview industry watchers, analysts, experts and writers who are all leaders in their field.

London landlord Shaftesbury, whose 16-acre estate covers much of Seven Dials, Soho, Carnaby, Fitzrovia and China Town, takes pride in curating its prime location neighbourhoods ensuring each has a distinct community feel with an array of international brands, independent brands, pop-up shops and other engaging experiences.

Another key aim for Shaftesbury is to promote a sustainable future for retail and it has just unveiled its Net Zero pledge for 2030. Many of the brands on the Shaftesbury estate hold similar values and a number have successfully put themselves through the rigorous B Corp certification scheme gaining independent affirmation of their sustainable credentials.

We talk to two such brands on today’s special edition of our In Detail podcast. Joanna Dai of Dai gave up a promising career in finance to launch her fashion brand focusing on sustainable and comfortable clothing and careerwear for women. Having experimented with pop-up stores the brand has signed its first longer-term lease with Shaftesbury on a store in Seven Dials.

Meanwhile Finisterre is an outdoor brand established in the epicentre of Britain’s surf culture in Cornwall. Its founder Tom Kay also has a short term career in finance before heading to the coast to establish his sustainably focused brand, which now has a number of stores across the UK, including one in Seven Dials. Like Dai, Finisterre is also B Corp certified.

In this special edition of our IN DETAIL podcast in partnership with Shaftesbury, Tom and Joanna talk to Lauretta Roberts, Editor in chief of about the stories behind their brands, their approach to bricks and mortar retail and why Seven Dials works for them. They also discuss the importance of partnering with a supportive and similarly minded landlord and why they wanted to be part of a vibrant and diverse retail community.


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