The South African surfer who built a global clothing empire

South African-born Shaun Tomson went from a pro surfer in the 1990s to a millionaire founder, author, and motivational speaker living in California.

He’s the man behind well-known local surfer clothing brand, Instinct, and launched another successful clothing brand, Solitude, with his wife in the United States.

Tomson was born on 21 August 1955 in Durban, South Africa, into a family deeply connected to the ocean and sport. 

His father, Earnest “Ernie” Tomson, was a world-class swimmer training for the 1948 Olympic Games when a shark attack off Durban’s coast nearly tore off his arm, ending his competitive career. 

“However, he never looked back or felt sorry for himself—he stayed optimistic, full of life. He continued to love the ocean,” Tomson said. 

His mother, Marie, had survived 3,400 air raids as a child in Malta during World War II before being evacuated and relocating to South Africa with her family.

Tomson’s earliest memories include learning to swim near the same beach where his father was attacked—an experience that sparked his lifelong love for the ocean. 

He learned to surf in Durban’s beach breaks under Ernie’s guidance, along with his brother Paul and cousin Michael Tomson. 

While attending Clifton Preparatory and later Carmel College, a Jewish high school, Shaun became a standout surfer in South Africa’s amateur circuit.

A pivotal point in his life came in the late 1960s when he received a trip to Hawaii as a bar mitzvah gift. There, he was exposed to the epic waves that would define his surfing career.

He later earned a Bachelor of Commerce degree in Business Finance from the University of Natal, but after graduating, he committed fully to professional surfing.

Tomson quickly rose to prominence on the international stage. In 1975, he won the Hang Ten American Pro Championships at Sunset Beach in Hawaii, followed by dominant performances at the Pipeline Masters in 1975 and 1976. 

Renowned for his revolutionary tube-riding technique, Tomson became a pioneer of modern surfing. In 1984, he won three world tour events and finished second overall behind Tom Carroll.

Over his 16-year professional career, Tomson won 19 major international events. He also holds the title of being both the youngest and oldest surfer to win a pro contest. 

Widely respected, he has been named among the 25 most influential surfers of the century and among the 10 greatest surfers of all time.

The founder of two clothing brand empires 

Tomson retired from competitive surfing in 1989 but had always had an entrepreneurial drive.

This led to Tomson founding, managing, and selling two multi-million dollar clothing brands: the surf-focused Instinct in the 1980s and Solitude in the 1990s.

Tomson launched Instinct in 1979 while still competing professionally. Based in Durban, the brand was inspired by his most profound surfing experiences.

“I thought about my favourite part of the surfing experience—deep inside the tube, my mind was clear, in a state of perfect flow… that mindstate was Instinct,” he explained.

Instinct quickly rose to prominence in the 1980s, becoming one of the biggest surf apparel brands globally. 

It was sold in multiple countries and was known for its unique style, quality products, and innovative advertising. The brand quickly gained traction and relocated to California in 1982. 

Instinct became a staple brand in an evolving surf industry and was the number three brand in the US behind heavyweights such as Quiksilver.

In 1990, Tomson sold off his share of Instinct to his business partners for an undisclosed amount when he retired from competitive surfing.

Seven years later, in 1997, Tomson and his wife Carla launched Solitude in the United States—a more personal venture rooted in their shared vision. 

“We started to become really successful,” said Tomson. Their clothing soon appeared in premium retailers like Nordstrom, Sachs, Barneys, and Bloomingdale’s. 

The brand gained momentum quickly, but the business was soon hit hard by the 9/11 events, which triggered a sharp market downturn. Around the same time, issues with a business partner added further strain.

“We were faced with all these orders and we didn’t have the financial wherewithal to execute them,” Tomson said. 

With funding unavailable and personal resources depleted, they were forced to consider shutting down. “It was a very tough decision,” he said. “We’d built this amazing brand that we both loved.”

The following Friday, they began dismantling the business, packing up their office and warehouse with the help of friends. 

But Tomson wasn’t ready to give up completely. “I said to my friends, No, you can’t take the stuff away. We’ve got to fight another day.” 

That fight paid off. A chance encounter at a baseball game led to a meeting with investors who admired the brand. 

Within days, Solitude was back in business and would eventually be sold after landing a $30 million order from one of America’s largest retailers.

From tragedy to inspiration

Unfortunately, Tomson’s career took a turn when he and his wife were struck with the tragic loss of their son. 

On April 24, 2006, their son Mathew, at age 15, accidentally lost his life playing “The Choking Game,” a schoolboy game in which kids cut off oxygen to get a brief high.

“Our lives were shattered. That kind of grief is indescribable—it took years to even begin picking up the pieces. Surfing eventually helped me reconnect with life,” said Tomson.

This profound loss deeply affected Shaun and Carla, leading them to engage in philanthropic efforts to support young people and promote positive decision-making.

“Today, I do the projects I do, whether speaking, writing, or creating, because I want to give back what surfing gave me. I also want to keep my son’s spirit alive,” he said. 

Determined to honour his son’s memory and help others, he began sharing his story through motivational speaking, encouraging young people to make better choices and appreciate the fragility of life.

“He made one terrible mistake,” said Tomson, “and I often speak to young people to help them understand how easy it is to stray off the right path.”

He developed The Code Method, a workshop series based on his best-selling book Surfer’s Code – 12 Simple Lessons for Riding Through Life. His message, grounded in values like commitment and positivity, has resonated worldwide.

Tomson has spoken at leading organisations including Disney, Google, General Motors, Sasol, and MTN, and has shared stages with figures like Sir Richard Branson and Malcolm Gladwell.

In 2016, Tomson deepened his commitment to leadership and change by earning a Master of Science in Leadership from Northeastern University, focusing on social impact. 

His work includes authoring multiple bestsellers (Surfer’s Code, The Code: The Power of “I Will”, and The Surfer and the Sage).

He also produced the award-winning documentary Bustin’ Down the Door, chronicling the rise of professional surfing.

Tomson has been widely recognised for his contributions, with inductions into the South African Sports Hall of Fame, the International Jewish Sports Hall of Fame, and the Huntington Beach Surfing Walk of Fame. 

He also received the SIMA Environmentalist of the Year Award (2002) and the Surfrider Lifetime Achievement Award (2009).

In 2024, Tomson relaunched Instinct, his original surf brand, this time with a focus on sustainability using recycled and biodegradable materials.

Today, Tomson lives in Santa Barbara with his wife Carla and son Luke. He continues to travel globally for speaking engagements and surfing events.

“My mission is to help individuals activate their own personal Code to live a better and more purposeful life,” he said.