Designs on Cornwall's surf and skate fans

CORNWALL has stirred the soul of a clothing designer who hopes to move west next year. Australia-born Brian MacShane has developed a skate and surf clothing company, Fourholes, which is infused with Brian's desire to express the soul of surf, skate and art. Here, business reporter Josie Purcell talks to Brian about his aspirations and why Cornwall means so much to him.

Josie Purcell: What inspired the Fourholes concept?

Brian MacShane: I was a teenager in Western Australia in the late 70s and have great memories of those days. Fourholes takes its inspiration from the real experiences of my youth and the whole board scene through this period, and all the music that went with it as well.

JP: Where did the company name come from?

BM: Fourholes was born following a big night with a good friend on a surfing weekend in the West Country ... I'll leave it at that!

JP: Why do you class Cornwall as the spiritual home of the company?

BM: I've busted my guts trying to balance work and play in big cities, but I really missed not having an outdoor space. I visited Cornwall when I first arrived in the UK and fell instantly in love with it. It is perfect as it is only four hours from London, close to Europe and has the lifestyle that I personally want.

JP: What influences your designs?

BM: I do a lot of research on the internet of clothing from the period, scour vintage stores and buy old skateboarder and surf magazines for inspiration. I don't want anything to be cliché 70s; it all has to be very relevant for today and totally wearable street wear.

JP: Where are your products made?

BM: In Turkey. In four hours I can be in the factory, approving samples as well knowing who is producing the clothing.

JP: Where do you currently stock your brand?

BM: Autumn winter 08 is the inaugural range and it has been sold in Japan, Scandinavia and Ireland. It will be sold on the Fourholes website while we approach possible outlets in the region.

JP: When do you think you may have an outlet in Cornwall?

BM: I will be starting to sell to retailers for next season (summer 09) from August.

JP: Will you relocate the business to the county, or just yourself next year?

BM: I have partners who handle the production and administrative functions in the South East, so at first it will be the creative, marketing and sales arm of Fourholes moving to Cornwall.

JP: Can you tell me more about your connection with Surfers Against Sewage and Falmouth University?

BM: I used to work at Mambo and we were asked to sponsor a textile design competition at the university, which I judged in 2006. The following year I was approached by the university to get involved in their new fashion design BA (hons) and performance sportswear design BA (hons) courses. Fourholes will provide an outlet for graduates of these courses and encourage the talent to stay in county. I am working with Surfers Against Sewage and Hugo Tagholm on a charity surfboard art auction they are holding in October. They had read a press article about me that mentioned my passion for urban art and we have been working on getting some beautiful surfboards created by amazing artists.

JP: How did your career start?

BM: I started out learning garment design and construction 'on the job', then worked at a textile wholesale/retail company from where I was approached to manage a flagship retail store for Esprit. I became retail operations manager for Esprit Australia, managing more than 120 stores and 1,000 staff, and after 10 years decided to take an opportunity at Australian surf company Mambo. I was international retail manager and in 2001 I moved to the UK with a colleague to set up a subsidiary of the Australian business and opened seven stores. I also oversaw European marketing and covered advertising, visual merchandising to European adaption of the Australian ranges. It was working again at design level that ignited a desire to do something on my own.

JP: How do you see the business developing?

BM: I can see it as a meaningful business, not just in the UK but around the globe as well. At the moment it is only menswear, but womenswear and kidswear are a natural progression.

JP: How would you sum yourself up as a business person?

BM: A healthy balance of experiential business acumen and creative nuance.

JP: What is important to you in life?

BM: The most important thing in my life at the moment is a healthy work versus life balance. You only get one go at life, enjoy it.

■ Visit www.fourholes.com or e-mail Brian at brian@fourholes.com if you are interested in stocking the Fourholes range.