XAVIER RUDD ROCKS REEF HQ!

Reef opened its doors at its global headquarters to 300 of its closest friends including the company's marquee athletes like Mick Fanning, Rob Machado, Shane Dorian and Alana Blanchard, and of course the Miss Reef Girls to launch the brand's Modern Gypsy campaign. Guests were treated to several live musical performances headlined by Xavier Rudd, and were given the first look at Reef's upcoming Spring 2012 collections.

The Reef Open House kicked off with live performances by two local acts, Austin Burns and The Campaniles, and the third performance coming from Australian musician, Xavier Rudd, who has collaborated with Reef for a Spring 2012 capsule collection. Resident Reef DJ's, the Bareback DJ's, which consists of Paul Fisher and Leigh Sedley, kept the dance floor packed throughout the rest of the evening.

Guests also listened in on an intimate Q & A session between Reef president, Jeff Moore, and Shane Dorian, Taylor Knox, Mick Fanning and Paul Fisher, which were followed by an array of brand videos projected onto the concrete walls of Reef alluding to the concept behind the Modern Gypsy.

Guests of the Open House were also encouraged to roam about the Reef building to survey the many updates to the space including two newly remodeled apparel and footwear showrooms. The building also has a newly renovated marketing lounge that reflects the sight, touch and sound of the Modern Gypsy campaign.