The Reef story began 25 years ago when two Argentine brothers Fernando and Santiago Aguerre developed an idea to produce high-quality, comfortable yet stylish sandals. Inspired by their love of the California lifestyle and surf culture, the brothers moved to California in the early 1980s and found the Reef sandals. With a small starting capital amount of $ 4000 and after a lot of hard work, Reef is now widely regarded as the number one sandal brand in the world.
Fernando and Santiago had many inspiring marketing ideas, but to separate themselves from the other surf companies in the sandal industry they had to find something that would really set their sandals apart. Inspired by the notoriously beautiful women on the beaches of South America, they saw an opportunity to introduce the surf market to an exotic item they dubbed Miss Reef. Miss Reef’s first ad was rejected from surf magazines for controversial content, but after he was convinced, the ads were finally published. It doesn’t take a rocket scientist to realize that this concept was a huge success for Reef and cemented Reef sandals in the minds of sandal consumers in the surfing community and beyond. From that day on, Miss Reef has become a global icon in the surfing community. She has remained an integral component of Reef’s branding and marketing strategy, and is certainly credited with the great success of the Reef sandals and the Reef brand.
25 years in the company are leading brands of surf sandals in the world that manufacture footwear for men, women and children. Reef has evolved from its beginnings as a humble sandal into a complete and complete surf brand that includes a range of men’s clothing, followed by the launch of girls’ clothing and swimming. Reef recently launched Reef Redemption; a program designed to focus more on our effect on the environment. Reef Redemption are products that use ecological technology, which is synonymous with the efforts of surfing communities to work for a more respectful environment with the environment.