Reef
Accessories / Apparel / Shoes / Swimwear / Underwear & Lingerie
Reef is a brand of casual sandals, known as Thongs. Two Argentine brothers, Fernando and Santiago Aguerre, created their brand in the 1980s to support their active lifestyles. Their involvement in ...
Reef is a brand of casual sandals, known as Thongs. Two Argentine brothers, Fernando and Santiago Aguerre, created their brand in the 1980s to support their active lifestyles. Their involvement in the surfing scene led them to open their own surf shop in Argentina in the 1970s. Eventually they moved from Argentina to the San Diego beach community of La Jolla, California. This is where Reef began. Starting out with $4000, the brothers set out to create what is marketed as the world's best active sandal. Their product became popular amongst surfers and beach goers. Reef has subsequently grown into one of the world's leading active sandal manufacturer. In 1995 the company had grown considerably and expanded their operations, moving into an 80,000-square-foot (7,400 m2) San Diego facility. While the initial market was primarily surfers and beach denizens, Reef sandals began popping up in the skate, snowboarding, and mainstream fashion scene. The company now promotes sporting gear from boards and footwear to active clothing as well. Reef launched their women's sandal line in 1998 and in 2002 also launched their logo program including hoodies, T-shirts, caps and beanies for both men and women. The success of the logo program launched a move into a complete men's clothing line and a women's bar. Co-founder Fernando Aguerre is currently president over the International Surfing Association and is working towards the sport's Olympic participation. Reef is owned by VF Corporation. In September 2018 VF Corporation sold the brand Reef to Rockport GroupBrand Details
Founder
Santiago Aguerre
Designer
Santiago Aguerre
from
1984to
PresentFernando Aguerre
from
1984to
PresentBrand Strategy
Market segment
Mass Market
Core business
Apparel
Targets
Men, Kids
