Reef

Reef

Surfing was the absolute passion of the two brothers Fernando and Santiago Aguerre and with their impetuous and indomitable temper, they realised their idea of designing high-quality and comfortable sandals for an active lifestyle, establishing their own surf shop in Argentina in the 1970s. Magically attracted by the South Californian lifestyle of the 1980s, the brothers founded the Reef company in the USA in 1984 with a start-up capital of only $4000. With a lot of hard work, commitment and smart marketing strategies, Reef has come to be among the world's top leaders and is No. 1 brand for casual and fashionable sandals. No other brand conveys the easy-going and passionate attitude of surfing as authentically as Reef.

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Reef

The brothers knew that they had created and introduced a great brand onto the market, but they wanted to make themselves stand out in contrast to other surfing companies. So they drew their inspiration from the many beautiful women which can be found on almost any of the South American beaches and, from then on, called one of them Miss Reef. She was the advertising icon of the company and showed up in videos, on calenders and on pictures or the like – but her face has never been on view and her identity has never been revealed.

Miss Reef contributed to the company's success: surfers who read the surfing magazines were overwhelmed by the beauty of Miss Reef so that she soon became part of the brand and nobody could imagine Reef without her. Today, after more than 25 years, Reef offers footwear for men, women and children. In 2003, Reef, which used to be an ordinary company producing beach sandals, even launched a complete collection for men and a bikini and boardshorts collection was to follow. But Reef doesn't only produce flip-flops for men and women – also winter shoes and Reef boots are part of the assortment. Despite the changes during the recent years, Reef has remained faithful to itself and to its ideals and the Argentinian brothers still are dedicated to surfing. Self-fulfilment and authenticity to such a high degree simply is inspiring. We are very glad to have Reef products available for you at the Schuhdealer online shop.

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