Back in the 1980s, Two Argentinian surfer brothers moved to the San Diego beach community in California, and set out to put their $4,000 savings into creating their own sandals, under the name Reef Brazil.
Marketed as the world’s best active sandal, their product became popular among surfers and beach goers, and is one of the world’s leading active sandal manufacturers today.
Reef (since dropped Brazil from the name) now boasts a prestigious client list, and some of the world’s top-class athletes on their team as ambassadors, including Alana Blanchard and Mick Fanning.
With a famously sexy advertising campaign, Miss Reef was inspired by the notoriously beautiful women of the beaches in South America, the brothers saw an opportunity to introduce the surf market to an exotic element. The first advertisement involving Miss Reef was rejected from the surfing magazines for the controversial content, but after some convincing, the ads finally ran, and the Reef girls have since become an integral component of Reef’s DNA, and can easily be some of the reason for the company’s success.
Co-founder, Fernando Aguerre is currently working towards surfing’s participation in the Olympics as president of the International Surfing Association, and Reef as a core surf company launches various programs such as Reef Redemption, intended to lessen our footprint on the environment.