Reef Celebrate 40th Anniversary

In the 40th year of one of the staple brands in beach inspired footwear, Source sat down with Reef’s Head of International, Steve Holt, to give us the lowdown of how they plan to celebrate this milestone and what the future holds.

Please give us some background from when it all began to the present day:

REEF was born in 1984 from the visionary minds of entrepreneur brothers Fernando and Santiago Aguerre in South America. The brand has evolved into a global footwear and apparel brand that embodies the spirit of the beach and beyond. With 40 years of experience, we are committed to crafting high-quality products that seamlessly blend style, comfort, and versatility. Today, REEF has seen remarkable growth, nearly doubling its annual global sales. For decades, REEF has held the top spot as the #1 casual sandal brand in the US and has significantly increased market share worldwide. Our international presence spans 70 countries, supported by 35 Distributor partners.

What is Reef’s USP?

 Industry-leading comfort sets REEF apart from competitors and drives consumer loyalty. How the sandal conforms to the foot and gives lasting support from morning till night.

 How is the 40th anniversary being celebrated?

This summer we’ll be chronicling the evolution of REEF and how it’s influenced surfing culture and the people within it. Through our media partnership with INHERENT BUMMER, we will style and frame pivotal moments, illustrating how REEF continues to fuel the culture of tomorrow through four different approaches to the brand – Importance of Being Fun, Celebrating Beauty, Spirit of Surfing & Everlasting Bonds. At the same time, we’ll have celebrations and parties, beginning at the US Open of Surfing in California; then heading to regions that have a special connection with the brand, such as Argentina and Spain; concluding in the North Shore of Hawaii in November.

 Over the last 40 years which Reef product are you most proud of and why?

For Men, the Fanning stands out. This sandal embodies the REEF brand with its bold design and industry impact. The Fanning features a patented bottle opener on the outsole and an airbag under the heel for added comfort and value. Its continued popularity highlights its iconic status and strong connection with our loyal customers. Next year marks its 20th anniversary.

 Cushion Phantom 2.0 set a new standard with its soft PU cushioning, offering unparalleled comfort. The Oasis Double Up features water-friendly Sugarcane-based EVA and a molded TPU strap for a soft, water-friendly feel. The Ojai combines style and comfort with sustainably sourced leathers and suedes, a soft leather lining with no stitches or seams, and our signature REEF cushion footbed.

Reef Mens Phantom 2.0 Black

 For women, the Vista High transformed our business by proving that style and comfort can coexist. The Smoothy/Sandy has been an iconic sandal for nearly 20 years, with millions of pairs sold. This staple product established REEF as a leader in the sandal market, known for making the best-fitting, most comfortable and most supportive sandals.

 The Water Vista is perfect for beachside adventures with its water-friendly straps, espadrille-inspired texture, dual-density footbed and velcro backstrap for a perfect fit. The Bondi sandal is ideal for summer escapades, featuring water-friendly materials, cushioning support and 100% rPET recycled webbing detail for eco-conscious consumers.

 What are the current hot trends in flip flops, slides and sandals?

 REEF continuously fuels our iconic and core franchises, extending use cases for our loyal customers and moving beyond traditional 3-point sandals to create more stylish executions. Current trends in sandals include vibrant colors for self-expression and various slide silhouettes, such as two-bar constructions and single-strap slides with multiple adjustment points. Slides are experiencing a resurgence in popularity.

How is the brand making itself more sustainable?

We always stay true to our values, giving back to the ocean and its beaches. The brand makes a ton of efforts to be sustainable. Our webbing is made from post-consumer recycled plastic bottles. We use Sugarcane based EVA’s reducing our carbon footprint and reliance on petroleum. We will only use leather sourced from silver or gold-rated tanneries. We’ve introduced mushroom based leathers as a natural vegan leather alternative. A good portion of our rubber has recycled content in it. Our metal hardware is recycled. We use sustainable materials in our boxes and ensure our factories are environmentally compliant in making REEF sandals.

Reef Womens Bondi Black

Why should retailers carry Reef?

REEF is increasingly relevant beyond our sandal roots, becoming a meaningful part of consumers’ year-round wardrobes. We have elevated our approach to showing men and women how our products fit into their lives, both on and off the beach. This offers retailers the opportunity to scale up their business with the REEF brand.