Surf Shop Spotlight

Open to Shred

Surf Shop Spotlight

In September 1979, Reef founders, Fernando and Santiago Aguerre opened their first surf shop in Mar del Plata, Argentina. They appropriately dubbed it “the Ala Moana Surf Shop,” after the fabled Hawaiian surfing spot. Right away, the shop was a runway success with local surfers and tourists alike. And it was during this period they starting investigating the sandal market in order to bring their customers a new and far superior surf sandal. Eventually turning the idea into the REEF sandal brand it is today.

The importance of remembering that our roots are embedded deep within the surf shop community, reminds us of the crucial role they play. Surf shops are a sacred ground for connection, culture, and most importantly our local economies. From the fresh scent of gooey surf wax and freshly glassed surfboard foam to new wetsuit rubber. Nothing is more powerful than the scents that transports us to the place we love most - the ocean and the beach. We encourage you to continue the tradition and shop your local shop.