Reef
The Reef brand of designer men’s beachwear has its roots in South American culture, particularlythe founders of this brand wanted their own designer gear, and moved to California, a hotbed of surfwear fashion and established what became the Reef brand.
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Current Bestsellers…
 Aztec Boardshorts Signature Series Bobby Martinez Reef Board Shorts, Quasinova fabric with 100% quick dry polyester |
 Dotme Boardshorts 100% polyester, All over print |
 Magnificent 7 Boardshorts Velcro fly with tie string, Fixed waistband, 7 coloured panels |
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Brand Profile…
Established for 25 years, the Reef brand was created by two Argentinian brothers, Fernando and Santiago Aguerre. Passionate surfers and determined entrepreneurs, the pair came up with an idea to create a sandal which would appeal to the surf lifestyle. In the early 80′s this dream became a reality when the pair founded the business with just $4000 working capital in the American surf state of California. Thanks to their determination and marketing savvy the pair quickly created the most popular sandal brand on the market.
Miss Reef was an ingenious marketing ploy used by Fernando and Santiago to create a buzz around the label and it’s products. The mysterious beach lady in their ads whose identity was never revealed had their many male customers rushing to buy their gear. Initially there was some reluctance amongst the surf mags to run their ads due to the “racy” content, but eventually the brothers persuaded the advertising departments to run them.
The company today is a world leader in a full range of surf fashion. In 2003 the company diversified into mens fashion followed by a girls range of swimwear and clothing in 2008. At the very core of Reef’s being and ethics is a love of surfing and surf culture, making this a firm favourite with men and women all over the world!
