Our mission Our mission

we live by one simple rule:
Beach Freely

Our History

1984

Founded in 1984 by two brothers from Argentina, Fernando and Santiago Aguerre, who wanted to share their love for surf travel and beach culture with the world.

1984

Our first sandal, the “Original Striped Sandal” was created by the Aguerre brothers in their search for uniqueness and originality in the beach footwear market.

1995

REEF signs on Rob Machado, who goes on to become a pipeline Master, style icon of a generation, entrepreneur, environmental activist and prominent shaper.

1995

Mick Fanning joins the REEF ambassador team. He’s eventually coined as the faster surfer alive, wins 3 world championship titles, and oh, he’s got a feisty alter ego named Eugene

1996

Our first shoe launched, taking REEF’s well-known quality and comfort promise to closed-toe footwear

1999

A sandal was specifically designed and launched for Women, taking her unique style, fit and function into consideration

2000

Our first Miss REEF calendar hit stores and the walls of man-caves around the world

2005

Debuted our signature Fanning “Bottle Opener” Sandal. The world’s first and only bottle opening sandal, inspired by our good pal Mick “Eugene” Fanning.

2007

Launched Reef Redemption, a product sustainability program that incorporated renewable, recyclable, and/or organic materials

2011

WeHeart program created to support local artisans in underdeveloped countries through product initiatives

2014

Started incorporating Eco-One, an organic additive to enhance biodegradability, into products

2015

Introduced Swellular Technology. A tri-layer system designed for superior comfort, traction and support.

2016

Began our partnership with Urban Surf 4 Kids, bringing foster and at-risk children to the beach to experience the therapeutic benefits of surfing

2018

Introduced the Cushion Bounce collection with a newly developed high rebound footbed

2018

Founding partner of the REEF X Surfrider Better Beach Alliance, dedicated to plastic pollution initiatives through beach clean ups and environmental legislation

2019

Launched our first Pride collection w/ 100% of proceeds donated to PFLAG