"Relaunching Instinct in my hometown where I started it and incorporating revenue from every sale to empower underprivileged students is a dream come true. Business can solve big social problems but if I can just help with one small problem, the life trajectory of a student, then my mission will be fulfilled."
A Conscious Collaboration
The Instinct Surfwear brand, founded by World Champion Shaun Tomson in 1979, relaunched in South Africa in 2023 under a license agreement where for every product sold, Instinct will donate 1% in perpetuity to 9Miles Project.
The relaunch of Instinct was not just a business endeavour but a heartfelt commitment to empower underprivileged students through a variety of social and environmental initiatives – the rest of which will see the two brands releasing a collaborative apparel range that will help generate additional funding for the various community programmes 9Miles Project are involved with.
How To Order
To get your hands on this quality, locally-made apparel range that will help fund our youth and community programmes, view the full product range below which is now available on a pre-order basis on the Instinct website.
The Design
Rainbow graphic: The circular pattern, often synonymous with surf graphics particularly symbolising a sunrise, sunset or expansive landscape. In our case it was inspired by the number 9, encapsulating notions of progress, movement, a vibrant rainbow representing hope, and a resonant ripple effect– all of which align seamlessly with the core values of both of our brands.
The infusion of retro fonts and a carefully curated colour palette pays homage to the rich heritage of the Instinct brand, which originated in Durban in 1979. The hues evoke the essence of the ocean and sun, creating a nostalgic yet contemporary aesthetic that embodies the spirit of our collaboration.
Going the Distance: 9Miles tagline becomes a central component of the design as it represents how our two brands come together in a collective mission of embarking on this exciting journey together. It represents Instinct’s long-term commitment to making a meaningful difference in the lives of vulnerable children and lays the foundation for future collaborations and projects.