Heritage Day is a South African public holiday celebrated on 24 September. On this day, South Africans are encouraged to celebrate their culture and the diversity of their beliefs and traditions, in the wider context of a nation that belongs to all its people.
I thought I would celebrate my homeland and also the heritage and re-birth of my much loved brand Instinct, that was inspired by the best moments in surfing.
Instinct was born in the surf and the tubes at the Bay of Plenty – a reflection of the vibrant surf culture of the 1970s, and that heritage continues to inspire today.
From those days of radical innovation to now, we’ve ridden the waves of progression, passion, and a love for the ocean.
Today, we honor not just the brand’s legacy, but also the heritage of surfing and the South African surf community. We promise to keep the stoke alive, carrying our heritage forward into every wave we slide and every tube we ride.
Happy Heritage Day from me and the Instinct team across the world!
Photo credit: Jeff Divine at Bay of Plenty.