Protecting sharks with style: FINATICS clothing sales benefit organizations working to support shark conservation efforts

FINATICS is a woman-owned clothing shop in Massachusetts. Below, the team shares some details on their business and the importance of supporting local.

Describe your business in 50 words or less.

FINATICS is on a mission to raise awareness of shark finning. We donate 10 percent of our net profits every year to organizations working at sea or passing laws globally to save sharks.

What makes your business unique?

FINATICS was founded in 2020 by Olivia Noitni as she was heading into her senior year at UMass Amherst. When you support FINATICS, you are becoming part of something bigger. One of our products, the PROTECT THE LOCALS™ Hood, has led to thousands of people asking why sharks need protection and started a dialogue about shark finning. All our products support shark conservation, from the fabric used to the design of the garment. We are a brand with a purpose and that’s the focus of everything we sell.

What does your business look like?

We are an online brand. Occasionally we do pop-up shops and events around New England and post all information on our social channels.

We sell products such as sweatshirts and t-shirts, as well as accessories like keychains, stickers, and shark tooth jewelry called “jawelry”. In June 2023, we are launching a sustainable swimwear line!

All of our products are designed in-house by our founder, Olivia. We are proud to be a local, family-run business.

Why is it important to support businesses like yours?

From 2020 to 2022, we have donated nearly $20,000 to help fight finning. Our donation to Project Hiu allowed the first-ever tiger sharks to be tagged in Indonesia. Tracking their movements supports shark conservation by showing which ocean waters need to be protected. Continuous support of FINATICS allows us to immensely help organizations like this one.

Do you want to say anything to your customers or guests?

Thank you immensely for your support of not only FINATICS but the mission to save sharks! The community we are creating is one of a kind and full of people who are passionate about saving sharks and our oceans.