Hardware Podcasts

Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023)

How I Built This · 13 Jul 2026 · 1h 15m

What this episode covers

Tom Rinks, founder of Sun Bum, explains how he built a $400 million sunscreen brand by combining surf culture, Scandinavian design, and Japanese streetwear into a cohesive identity. He details the creation of the iconic yellow gorilla mascot and the 'Elvis Principle' of juxtaposing edge with wholesomeness. Rinks also recounts a five-year legal battle against Taco Bell over the stolen 'Psycho Chihuahua' mascot, which resulted in a significant financial settlement that funded his later ventures.

Most relevant to

founders before launch and companies scaling up

Topics

Mentioned

Companies
Taco Bell, SC Johnson, Rinks Canetti, Method, U.S. Bank, Meyer, Art Van Furniture, Perrin Screen Printing, Minolta, Sidley and Austin
Products
Sun Bum, Psycho Chihuahua, Daily On Tequila, Coppertone, Neutrogena, Hawaiian Tropic, Made by Dentists

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