Interview with Shaun Tomson: The Return of Instinct and Building a Wave of Purpose
Shaun Tomson is bringing back his surf brand, Instinct. But this time, it’s about more than just clothing. It’s about purpose, values, and helping people live with meaning. In this interview, Shaun shares the story behind Instinct’s new wave.
Shaun, you originally launched Instinct back in 1979. What inspired you to bring it back now, in 2025?
The original Instinct was born from a desire to reflect the true spirit of surfing—individuality, style, and flow. Today, I see a surfwear industry driven by corporate profit, not purpose. I wanted to reignite Instinct not just as a brand, but as a movement—something that reflects the spirit of surfing but also the deeper values of surfing and life itself. This time, we’re doing it differently, with a mission to inspire a wave of purpose around the world.
What makes the new Instinct the “world’s first social purpose surfwear brand”?
At the core of Instinct’s rebirth is the Surfer’s Code—12 simple but powerful commitments that begin with the words “I will…”. These lines are more than just words; they are a life philosophy. Every piece of clothing we create is a symbol of that mindset. And with 1% of sales going to our new Think Twice Foundation, we’re making purpose the foundation of profit.
Can you explain how the Surfer’s Code connects with this re-launch?
The Surfer’s Code helped guide me through loss, grief and despair. After losing my teenage son to a poor decision, I wrote the Code as a way to find meaning, and now I share it around the world. The re-launch of Instinct is an extension of that Code. We want people to wear our gear not just because it looks good, but because it stands for something deeply human—commitment, resilience, and integrity.
The Positive Wave Tour seems to align closely with the new Instinct. Tell us about it.
The Positive Wave Tour is a series of personal empowerment events I’m doing at high schools along the California coast. From Santa Barbara to San Diego, we’re aiming to reach over 50,000 students. It’s all about helping young people write their own Codes and live with purpose. It’s deeply emotional, and it ties perfectly into what Instinct now represents.
You have said “Purpose is the new profit.” What does that mean to you?
Purpose is a committed intention to realizing aims that are meaningful to oneself and to the broader community. In today’s fractured, disconnected world, people are looking for more meaning, more purpose and emotional connection. By focusing Instinct on empowerment and emotional connection we’re building a brand by bringing people together through the enduring values of surfing and the Surfer’s Code. Surfing has taught me a lot about life – about hope, resilience and perseverance. One of the 12 lines in Surfer’s Code is” “I will always paddle back out”. It has become a mantra for me – a North Star.
What’s different in how Instinct is going to market this time around?
We’re staying close to our roots—literally. We’re targeting independent surf shops and the core community, not giant chains. We’ve designed our delivery windows to align with the realities of small retail. And instead of corpo ad campaigns, we’re going back to some of our original ad concepts that people loved and still love. “Waiting for waves is ok, some people spend their lives waiting for nothing” and “Surfing is life, the rest is details.” When I go into stores, some shops still have these posters up – 40 years later. Some things in the surfing experience never change.
I tell people we have a 3-part marketing strategy: da roots, da roots, da roots. We will be partnering with shops, schools, and communities on both coasts. I will presenting my award winning film Bustin’ Down the Door and my Surfer’s Code talks at schools, surf clubs, community theaters and directly to the employees of surf shops – emotionally connecting to the employees that actually sell the products – showing them that there is a man behind this mission. Instinct will be felt, not just seen.
What kind of products will Instinct be offering?
We are rolling out a focused line—boardshorts, t-shirts, fleece, hats, and wovens. It’s tight, intentional, and high-quality. We’re keeping it flexible too—with our own printing and embroidery facility, we can quickly deliver customized products. That nimbleness is key to serving our community partners and surf retailers. We are definitely referencing the past with some small heritage capsules, but the focus is on the next wave – the future.
You’ve mentioned your new nonprofit, the Think Twice Foundation. What’s its mission?
The Think Twice Foundation is dedicated to empowering people—especially young people—to make positive decisions through education and storytelling. It’s about pausing before a decision. About thinking twice. And I use the Code Method as our core teaching tool, helping individuals find focus, purpose, power, clarity, hope and direction in their lives. The process is simple: Find your purpose, find your power, find your path…
How has your experience as a motivational speaker shaped this new vision for Instinct?
Speaking around the world—from corporations to classrooms to prisons—I’ve learned that people are searching for purpose and emotional connection. They want to feel seen, heard, and empowered. That’s what my talks are about, and now that’s what Instinct is about. Building a positive wave of purpose across the world through surfing and through Instinct.
What’s your ultimate vision for the new Instinct?
I speak to hundreds of thousands across the world. At the beginning of my presentations, I ask the audience to text me a word that describes how they are feeling about life. I form an instantaneous word cloud. At a glance I can see how the audience is feeling. Over the last few years, the words have been Stress, Anxiety, Depression and Disconnection. I call it a SAD Mindset. Then I tell 3 stories – about resilience, commitment and connection. Then everyone spends 15 minutes writing their Code – 12 lines, each beginning with “I will…” Everyone then shares the inspirational lines they have written. Then I ask my last question: Text me a word that you are taking home with you. The two most popular words are HOPE and PURPOSE. So, in essence that is what I do. Through stories that reveal the true values of surfing I help change mindset and share hope and purpose. It is my next wave and for many it is their next wave too.
I want Instinct to help create a global surf tribe of purpose-driven individuals. Millions of people, each writing and living by their own 12-line Code. I want to see our gear on beaches and in the surf across the world—anywhere someone is striving to live a better life. We’re not just launching a brand. We’re creating a movement. A positive wave that breaks across the planet.
