Abstract We propose a Grand Unified Theory of Flavour, based on SO(10) together with a non-Abelian discrete group S 4, under which the unified three quark and lepton 16-plets are unified into a single triplet 3′. The model involves a further discrete group ℤ 4 R × ℤ 43 which controls the Higgs and flavon symmetry breaking sectors. The CSD2 flavon vacuum alignment is discussed, along with the GUT breaking potential and the doublet-triplet splitting, and proton decay is shown to be under control. The Yukawa matrices are derived in detail, from renormalisable diagrams, and neutrino masses emerge from the type I seesaw mechanism. A full numerical fit is performed with 15 input parameters generating 19 presently constrained observables, taking ...