Summer officially rolls in as Reef’s fashion collection featuring Swellular™ Technology debuts with a documentary on the Filipino surfing lifestyle. With the travelling surfer in mind, Reef is presenting its latest men and women’s footwear collection highlighted by the special premier of Surf 7107.
The fashion show features Reef’s Rover Collection in head-to-toe outfits, reflective of Reef’s Just Passing Through mentality. Styles are relaxed yet cool, recalling laidback summers and great waves. The footwear highlights Reef Swellular™ Technology which is made up of three distinct layers.
First is a super-soft, contoured Swellular foam deck for comfort, then a medium-density Swellular midsole for support and finally, Reef’s signature Swellular high-density rubber outsole.
“The Outsole is an example of Reef’s commitment to form and function, with tread patterns that mimic lines of ocean waves and ultimate comfort, support, traction, and versatility,” said Carlo Dionisio of Reef Philippines.
Reef was formed in the early 80’s by Argentinian brothers Fernando and Santi Aguerre. Combining their strong entrepreneurial spirit with their passion for surfing, the brothers built Reef as the top sandal brand in La Jolla, California. Their innovative sandal design, the Striped Smoothy, known for its bold stripes and comfortable foot bed, has become a classic and continues to be a top seller.
Today, Reef is a worldwide name in surfing that has grown beyond sandals. Reef has become an authentic surf brand offering men, women’s and kids’ innovative footwear and apparel.
“Reef is a core surf company. We create authentic, comfortable and innovative products intended to inspire the surfer in all of us,” said Carlo.
Surf 7107-La Union is a documentary produced by Reef that follows Filipino surfers in La Union. The positive impact of surfing in a small town where one of the country’s first surf schools was opened becomes evident. The community thrives as it grows into a tourist destination with surfing as the key attraction. There are job opportunities for surfing instructors as schools open, not to mention the related business generated from these activities.
“Reef is a surf brand that not only cares about surfing and the lifestyle that goes with it, but also cares about the communities it helps and touches through surfing competitions, events, and environmental activities. This is the call to action of this documentary produced and supported by Reef Philippines,” he added.
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THE BEGINNING
Reef's twenty-eight year heritage traces back to two brothers from Argentina, Fernando and Santiago “Santi” Aguerre. Fueled by their passion for surfing, and armed with a unique entrepreneurial spirit, the brothers acted on an idea to create a high quality, active lifestyle sandal. Attracted to the Southern California lifestyle, Santi moved to California in the early 80’s and would shortly be reunited with his brother. Fernando graduated from Law School, and headed to La Jolla to help co-found Reef. With $4000 working capital, hard work, dedication and some savvy marketing ideas, the brothers built Reef into the #1 sandal brand. Reef's official Birthday, recognized as “Saint Reef” day is Monday November 26th, 1984 – the day of the first sandal factory trip to Sao Paulo, Brazil.
PRODUCT
In 1985, Reef introduced the Striped Smoothy, a super soft and comfortable sandal with a nylon strap and large Reef logo on the heel. The bold striped colors and casual, comfy footbed made it an instant classic. Sales of the sandal exploded as the brothers invested in their first advertisements – an image of the sandal embedded in an exotic island scene. The Smoothy is still in the line today, and is one of the best selling Reef sandals of all time. Now twenty-five years later, the company is thriving as one of the leading surf brands in the world offering authentic and innovative footwear and apparel for guys and girls. Expanding from staple every day beach sandals to becoming a leader in major comfort and novelty innovations, Reef has evolved from its humble sandal beginnings. The range now includes a men’s apparel division launched in 2003, followed by the launch of girl’s swimwear in 2008. Reef also recently launched Reef Redemption; a program intended to lessen our footprint on the Environment. Reef Redemption initiatives thrive through a product series using green technology, our culture of giving and our PRODUCTIn 1985, Reef introduced the Striped Smoothy, a super soft and comfortable sandal with a nylon strap and large Reef logo on the heel. The bold striped colors and casual, comfy footbed made it an instant classic. Sales of the sandal exploded as the brothers invested in their first advertisements – an image of the sandal embedded in an exotic island scene. The Smoothy is still in the line today, and is one of the best selling Reef sandals of all time. Now twenty-five years later, the company is thriving as one of the leading surf brands in the world offering authentic and innovative footwear and apparel for guys and girls. Expanding from staple every day beach sandals to becoming a leader in major comfort and novelty innovations, Reef has evolved from its humble sandal beginnings. The range now includes a men’s apparel division launched in 2003, followed by the launch of girl’s swimwear in 2008. Reef also recently launched Reef Redemption; a program intended to lessen our footprint on the Environment. Reef Redemption initiatives thrive through a product series using green technology, our culture of giving and our was founded on by Fernando and Santi back in 1984. Reef is a core surf company. We create authentic, comfortable and innovative products intended to inspire the surfer in all of us.
THE BEGINNING
Reef's twenty-eight year heritage traces back to two brothers from Argentina, Fernando and Santiago “Santi” Aguerre. Fueled by their passion for surfing, and armed with a unique entrepreneurial spirit, the brothers acted on an idea to create a high quality, active lifestyle sandal. Attracted to the Southern California lifestyle, Santi moved to California in the early 80’s and would shortly be reunited with his brother. Fernando graduated from Law School, and headed to La Jolla to help co-found Reef. With $4000 working capital, hard work, dedication and some savvy marketing ideas, the brothers built Reef into the #1 sandal brand. Reef's official Birthday, recognized as “Saint Reef” day is Monday November 26th, 1984 – the day of the first sandal factory trip to Sao Paulo, Brazil.
PRODUCT
In 1985, Reef introduced the Striped Smoothy, a super soft and comfortable sandal with a nylon strap and large Reef logo on the heel. The bold striped colors and casual, comfy footbed made it an instant classic. Sales of the sandal exploded as the brothers invested in their first advertisements – an image of the sandal embedded in an exotic island scene. The Smoothy is still in the line today, and is one of the best selling Reef sandals of all time. Now twenty-five years later, the company is thriving as one of the leading surf brands in the world offering authentic and innovative footwear and apparel for guys and girls. Expanding from staple every day beach sandals to becoming a leader in major comfort and novelty innovations, Reef has evolved from its humble sandal beginnings. The range now includes a men’s apparel division launched in 2003, followed by the launch of girl’s swimwear in 2008. Reef also recently launched Reef Redemption; a program intended to lessen our footprint on the Environment. Reef Redemption initiatives thrive through a product series using green technology, our culture of giving and our PRODUCTIn 1985, Reef introduced the Striped Smoothy, a super soft and comfortable sandal with a nylon strap and large Reef logo on the heel. The bold striped colors and casual, comfy footbed made it an instant classic. Sales of the sandal exploded as the brothers invested in their first advertisements – an image of the sandal embedded in an exotic island scene. The Smoothy is still in the line today, and is one of the best selling Reef sandals of all time. Now twenty-five years later, the company is thriving as one of the leading surf brands in the world offering authentic and innovative footwear and apparel for guys and girls. Expanding from staple every day beach sandals to becoming a leader in major comfort and novelty innovations, Reef has evolved from its humble sandal beginnings. The range now includes a men’s apparel division launched in 2003, followed by the launch of girl’s swimwear in 2008. Reef also recently launched Reef Redemption; a program intended to lessen our footprint on the Environment. Reef Redemption initiatives thrive through a product series using green technology, our culture of giving and our was founded on by Fernando and Santi back in 1984. Reef is a core surf company. We create authentic, comfortable and innovative products intended to inspire the surfer in all of us.
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(Reef products are available at G-Force Trinoma, G-Force SM Cebu, G-Force Ayala Cebu, G-Force Bonifacio Highstreet, G-Force Centrio Cagayan De Oro, G-Force Greenfields Sta. Rosa, G-Force Harbor Point Subic, G-Force Mall of Asia, G-Force Shang Ri-La, G-Force North Point Bacolod, G-Force Mactan Pueblo Verde, G-Force Abreeza Davao, G-Force Mega Mall, G-Force Marquee Mall Pampanga, and G-Force Newport.)
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