Instinct was launched in 1979 in Durban, South Africa, at the height of global surf culture. At its core was a vision from legendary surfer Shaun Tomson, who, inspired by his experience inside the perfect tube, created a brand that resonated with the heart of surfing. "In that moment of flow, deep in the wave, I found clarity and rhythm—an instinctual alignment with the ocean," says Shaun, reflecting on the essence of Instinct.

As Shaun competed internationally, Instinct quickly made waves, relocating to California in 1982 and establishing itself as a powerhouse in the surf industry. The brand’s reach expanded globally, and Instinct became the third-largest surf brand in the U.S., following industry giants Quiksilver and Gotcha, founded by Shaun's cousin, the late Michael Tomson. Instinct was renowned for its unique marketing, pioneering surf-bleached clothing, and a team of surfers who became icons. These included Australian goofyfoot Tom Carroll, a two-time ASP World Champion, and Barton Lynch, who claimed his world title in 1988, along with other surf greats like Mike Burness, Greg Anderson, and Dave Parmenter.

By the 1990s, Instinct was distributed in over 20 countries and celebrated as a cultural cornerstone of the surf world. Shaun sold his shares in 1994 to focus on family, and for a time, Instinct faded from the spotlight. However, in 2021, the brand made a triumphant return to Australia, and in 2023, through a sister licensing agreement, Instinct was revived in its birthplace of Durban, South Africa.

Today, Instinct continues to inspire surfers worldwide, honoring its legacy with innovative design and a commitment to the surfing lifestyle.

Instinct Australasia

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Instinct Australasia

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