THE BRAND CARTEL

Instinct was launched in Durban, South Africa in the summer of 1979. Shaun was competing internationally on the world tour, and with the help of investors, Instinct was born.

 

The brand quickly gained traction and relocated to California in 1982. Instinct became a staple in an evolving surf industry and was one of the top three heavyweights alongside Quiksilver and Gotcha (owned by Shaun’s cousin, the late Michael Tomson).

 

The Instinct Surf Team consisted of Aussie goofy foot Tom Carroll - who would go on to win ASP world titles in 1984 & 1985, and another goofy foot from the northern beaches of Sydney, Barton Lynch - who would claim his maiden world title in 1988. With other team riders, including Mike Burness, Greg Anderson and Dave Parmenter, progressive marketing and advertising slogans and as the innovator of surf-bleached clothing, Instinct rode a global wave and was sold into over 20 countries.

 

By 1994 Shaun had sold off his share of Instinct to pursue other interests and spend time with family, and the Instinct brand faded. Shaun re-acquired the trademarks in the 2000s, and in 2021, Instinct relaunched in Australia and, under a sister licensing agreement in 2023, returned to its hometown of Durban, South Africa!