World Surfing Champion Shaun Tomson is breathing new life into the iconic surf brand Instinct, aiming to blend fashion with a positive social purpose.
Originally founded during the surf clothing boom of the 1980s in South Africa, Instinct quickly gained traction, appealing to renowned surfers like World Champions Tommy Carroll and Barton Lynch. After relocating to California, the brand surged in popularity, becoming the third-largest surf label in the U.S., trailing only behind major players Quiksilver and Gotcha, owned by Tomson’s late cousin, Michael Tomson.
This time, Tomson is focusing on more than just surfwear aesthetics. Drawing from his experience as an inspirational speaker and bestselling author, he envisions Instinct as a brand that fosters social change.
“We are going to be doing it a little bit differently this time,” Tomson stated. “My book, The Surfer’s Code, is the core inspiration for this relaunch. It features 12 commitments that encapsulate the fundamental lessons surfing has taught me about life, each beginning with ‘I will.’”
While Instinct was initially established to cater to the core surfing market, Tomson recognizes the challenges posed by today’s surfwear industry, which is increasingly dominated by private equity firms and management teams disconnected from the surfing community. He hopes Instinct will stand out by embracing a purpose-driven mission.
“In our divided and fractured world, I’m intending to inspire and unite people through the values in The Surfer’s Code,” Tomson explained.
Tomson is approaching this endeavor with the same intensity he once applied to deep tube riding during the Free Ride era. He firmly believes that “purpose is the new profit.” This optimistic perspective offers a refreshing alternative in a business landscape often characterized by self-interest.
“The brand’s mission is to build a positive wave of purpose through people writing and sharing their own Codes—12 lines of power, each starting with ‘I will,’” he said.
For those familiar with Tomson’s speaking engagements, it’s clear that he has a unique ability to engage audiences, especially surfers, encouraging them to embrace positive challenges. Given the current global climate, the timing may be right for Instinct to resonate with a community seeking hope and connection amidst chaos.
“The return of Instinct is more than just a brand revival; it’s about igniting a movement dedicated to a higher purpose,” Tomson asserted.
This ambitious goal reflects Tomson’s long-standing commitment to making a meaningful impact.
“In a world of disconnection, we hope Instinct will bring people together through surfing and empower individuals to make better choices,” he concluded.
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