The surf industry has always ridden the tension between authenticity and commercial appeal. At its best, it celebrates freedom, creativity, and connection to the ocean. At its worst, it gets lost in mass production and marketing gimmicks. Today, that line is being tested again, as a new wave of surfers and surf consumers are looking for meaning in a sea of options.

Legacy brands like Quiksilver, Billabong, and Gotcha once defined what it meant to live the surf lifestyle. Their logos were stitched into boardshorts, scrawled across backpacks, and printed on posters in teenage bedrooms around the world. These weren’t just apparel companies, they were cultural touchstones.

But over time, the industry shifted. Private equity, fast fashion, and global expansion diluted the connection between surf brands and actual surf culture. In recent years, many once-iconic labels lost their way or disappeared from shelves altogether.

Now, that cycle may be turning again.

Surf Consumers Want More Than Style

Today’s surf audience isn’t just made up of coastal kids and core boardriders. It includes Olympic athletes, urban weekend warriors, and landlocked wave pool regulars. Many are looking for something more meaningful than trendy prints or quick-dry fabrics. They want gear with values. Stories with weight. Brands that still stand for something.

This has created space for legacy labels to return, not as throwback novelties, but as voices of credibility in a noisy market.

Instinct Returns with a Purpose

One of those returning voices is Instinct, the influential brand founded by world champion surfer Shaun Tomson. First launched in the early 1980s, Instinct was bold, creative, and ahead of its time. It captured the rebellious spirit of a new generation of surfers who weren’t content to follow the rules. Now, as Instinct relaunches for a new era, it’s not just chasing nostalgia. It’s offering a reminder of what made surf culture so compelling in the first place: passion, individuality, and a deeper connection to the ride.

Tomson, who recently received a Lifetime Achievement Award at the Waterman’s Ball, remains a guiding force behind the brand. His influence reaches far beyond the waves. As a top keynote speaker and author of the best-selling book The Surfer’s Code, he’s spent the last decade helping people apply surf-inspired wisdom to challenges in business, leadership, and life.

A Culture Reclaimed

The surf industry has always evolved, but moments of renewal tend to follow periods of overreach. As the market shifts again, brands that stay rooted in real culture rather than simply chasing trends have a chance to reestablish their relevance. That means honoring the past without getting stuck in it. It means telling stories that resonate. And it means designing apparel that’s more than just product — it’s identity.

For Instinct, and for other surf labels seeking to reconnect with their core, this isn’t just a business move. It’s a cultural correction. A chance to ride a more meaningful wave.

Building a timeless, versatile wardrobe doesn’t mean chasing every trend — it means investing in pieces that work hard year-round. With a few well-chosen essentials tailored to each season, you can stay comfortable and stylish no matter the weather. Here’s your go-to guide for seasonal wardrobe must-haves.

Spring Essentials

Spring is all about layering and freshness. Think breathable fabrics and transitional pieces.

• Light trench coat or denim jacket
• Crisp white shirt
• Midi dresses or skirts
• Lightweight scarf
• Neutral flats or sneakers

Summer Essentials

When the heat turns up, opt for cool, breathable, and fuss-free styles.

• Cotton or linen button-downs
• Tailored shorts or culottes
• Classic sunglasses
• Versatile sandals
• Sunhat and SPF-ready tote bag

Fall Essentials

This season calls for cozy textures and warm tones — a time to lean into layering again.

• Chunky knit sweaters
• Dark denim or corduroy pants
• Ankle boots
• Lightweight wool coat or utility jacket
• Layering tees and long-sleeves

Winter Essentials

When temperatures drop, function meets fashion with insulation and comfort.

• Wool or down coat
• Thermal base layers
• Cashmere or wool sweaters
• Knit hats, gloves, and scarves
• Weatherproof boots

Timeless Staples for Every Season

Some pieces never go out of style and transcend seasons entirely:

• Well-fitting jeans
• White and black tees
• Little black dress (LBD)
• Tailored blazer
• Leather or faux-leather handbag

A well-rounded wardrobe doesn’t have to be huge — just thoughtful. Focus on quality over quantity, prioritize fit and comfort, and let your personal style shine through the seasons. With these essentials on hand, you’ll always have something to wear.

When it comes to men’s fashion, spring fashion trends are always a season of fresh starts. The heavy layers come off, lighter fabrics take over, and there’s room to experiment—or to double down on your personal style. For Spring 2025, menswear is walking the line between relaxed tailoring and effortless classics, offering something for trendsetters and traditionalists alike.

Here’s what’s making waves this season and what you can count on, no matter what the runway says.

Relaxed Tailoring: Comfort Meets Confidence

This spring, the tailored look isn’t going away—it’s just loosening up a bit. Designers are embracing wider trousers, unstructured blazers, and soft-shouldered jackets. Think breezy linen blends, boxy silhouettes, and suits that don’t feel like suits. It’s professional without being rigid. Paired with a clean white sneaker or suede loafer, it’s an easy win for work or weekend brunch.

Style tip: Go for earth tones or stone gray if you’re trying this trend—it’s subtler than bright spring hues but still seasonally fresh.

Utility Gets a Makeover

Cargo pants have matured. No longer the baggy, pocket-heavy staples of the early 2000s, today’s utility-inspired pieces are more refined—tapered fits, high-quality fabrics, and thoughtful design details. They offer function without sacrificing form, perfect for guys who want their clothes to do something.

Wear it with: A fitted tee, bomber jacket, and minimalist trainers.

The Rise of the Statement Shirt

Bold, short-sleeve button-downs are everywhere this season—featuring floral prints, abstract art, and retro motifs. It’s a great way to add personality without going full peacock. Just balance the look with neutral chinos or denim.

Pro move: Tuck it in and roll up the sleeves for a polished-yet-relaxed vibe.

Timeless Men’s Fashion That Always Works

Fashion may move fast, but some pieces never go out of style. If chasing trends isn’t your thing, or you just want to build a more reliable wardrobe, here are a few must-haves every guy should own.

The White Oxford Shirt
Clean, versatile, and endlessly wearable. Dress it up with a blazer or down with jeans. A crisp white Oxford shirt works in nearly any setting.

Dark Denim
A slim or straight-leg pair of dark-wash jeans is a foundational piece. Skip the distressing and flashy logos—quality denim speaks for itself.

Classic Leather Sneakers
Low-profile leather sneakers—white or neutral—go with almost anything. They walk the line between sporty and smart without trying too hard.

A Great Watch
Smartwatches may come and go, but a classic timepiece never loses its charm. Whether you prefer metal, leather, or canvas straps, a well-chosen watch finishes a look like nothing else.

Final Thought

Whether you’re experimenting with relaxed tailoring or sticking with the tried-and-true, the best look is one that feels like you. Use spring as a style reset, but don’t feel pressured to change everything. Fashion fades. Style, as they say, is eternal.