Street Beat: Reef
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From: SurfSalad.com August 26, 2010 |
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Photo: Reef
Reef Marketing Director, PJ ConnellAn international brand with a unique history, Reef was born from the vision and coastal lifestyle of two Argentinean brothers - Fernando and Santiago Aguerre. The brothers' dream was to create a high quality, active lifestyle sandal. So in 1984, they saved up $4,000 and headed to La Jolla, CA.
26+ years later, Reef is a leading provider of innovative and comfortable footwear. At its core, Reef is a surf company, but also a generous one (as you will read about the Reef Redemption initiative). I checked in with Marketing Director PJ Connell. Enjoy!
- Danny Spyra
Photo: Reef
Miss Reef
BNQT - THE SUMMER 2010 REEF LINE OF FOOTWEAR LOOKS AMAZING. CAN YOU TELL US WHAT TO EXPECT FROM EACH FOOTWEAR SERIES?
PJ - Reef has an expansive collection of footwear styles, so to help our customers break it down we segment the line into five categories:
1. The Performance group is where the true innovation and function comes in. These styles are some of our most technical in terms of comfort.
2. The Essentials category is where our classic, go-to Reef sandals live. Some of these styles have been in the line since Reef was founded in 1984, as well as some new styles that are sure to become the next generation of classics.
3. The Leather category is all about premium materials, clean styling and channeling the casual, surf roots of the brand.
4. The Supreme Collection is simply the best of the best using the finest materials, including ISA Lite (Low Impact to the Environment) leathers.
5.Finally, the Progressive category is where we throw all the rules out, and just have some fun. The common bond between all categories is that each is designed to be Ridiculously Comfortable. 
Photo: Reef
The innovative Vision sandals
BNQT - THE "TUNNEL VISION" FEATURE ON THE VISION IS CERTAINLY UNIQUE. WHAT WAS THE INSPIRATION FOR THIS SANDAL?
PJ - The concept behind the Vision was to create a sandal that was so lightweight, you can literally see right through it. The lightweight injection "Tunnel Vision" in the sole helps achieve the concept that you can see and feel. To support the launch of the sandal, Reef actually called upon the public to "Upload their Vision" for a user generated ad featuring personal photos of travel, surfing, friends etc. Check out the Vision sandal micro-site: http://www.reef.com/guys/vision-sandal.php.
Photo: Reef
The J-Bay: durable, stylish and environmentally
friendly
BNQT - THE J-BAY SANDAL IS COMPRISED OF PREMIUM MATERIALS LIKE PIG SKIN, BUT I HEARD IT S ALSO ENVIRONMENTALLY FRIENDLY. HOW SO?
PJ - The J-Bay comes from our Supreme Collection and is made with ISA L.I.T.E (low impact to the environment) leather. The process used to make this leather has been specifically designed to control and minimize CO2 emissions, a major cause of climate change. In addition, the J-Bay is a member of the Reef Redemption Program, which means 1% of the proceeds will benefit Reef selected environmental organizations like the Surfrider Foundation and SurfAid International.
Photo: Reef
The Chengu features Reef's new asymmetrical strap
BNQT - REEF DESIGNED THE NEW ASYMMETRICAL STRAP WITH COMFORT IN MIND. HOW DOES THIS STRAP (FEATURED IN THE CHENGU) DIFFER FROM OTHERS?
PJ - The Chengu was designed with the idea that the strap of a sandal should follow the natural lines and curves of your foot, and the foot isn't symmetrical. The Chengu uses a thicker strap on the inside to hug your arch, and the thinner side gives your foot the freedom it needs. The asymmetrical concept is really catching on and becoming one of our better selling styles.
Photo: Reef
Reef Bohemia: minimalistic yet stylish
BNQT - LET'S MOVE ON TO WOMEN'S FOOTWEAR. THE BOHEMIA IS MINIMALISTIC YET STYLISH. WHAT CAN YOU TELL US ABOUT THIS DESIGN?
PJ - The Bohemia has that classic Reef silhouette, with a unique strap detail. The strap on the outside can actually adjust up or down to fit the shape of your foot. The Bohemia also uses ISA L.I.T.E leathers and is part of the Reef Redemption program.
Photo: Reef
The Ugandals feature beads from women in Uganda
BNQT - THE UGANDAL SANDAL HAS AN INCREDIBLE STORY. CAN YOU EXPLAIN HOW THE SANDAL IS MADE AND WHO IT HELPS?
PJ - Reef has partnered with an organization started by five young friends called 31 Bits. This organization aids a group of displaced women in Uganda by helping them to sell their beautifully handcrafted paper beads to an international market. The idea is to help them grow their own business and to help provide for their communities for years to come. As an added benefit, the paper they use to make the beads is made from 100% recycled magazine paper! Reef has partnered on two Ugandal styles thus far, and a third style will launch this January! An amazing video about the project can be seen here http://www.reef.com/girls/ugandal.php
Photo: Reef
Sneak peak at the Reef Coastal Cruisers out this
Fall!
BNQT - FINALLY, CAN YOU GIVE US A SNEAK PEEK AT THE COASTAL CRUISERS (LAUNCHING THIS FALL)? WHAT CAN WE EXPECT?
PJ - The Coastal Cruiser Collection is Reef's initiative to bring effortlessly stylish and ridiculously comfortable footwear to beachgoers and city dwellers alike. The styling of the lightweight canvas slip-on shoes is easy to wear, offering a comfortable, no-nonsense alternative for Reef sandal wearers, all year long.
The relaxed nature of the Reef Coastal Cruiser Collection proceeds with the ability to go laces in or out. The styles have an optional collapsible heel, which transforms the shoe into a cozy no-fuss slide. All styles in the collection are machine washable, and are constructed with odor controlling materials. Coastal Cruisers can be worn confidently without socks, for a slick and casual boat shoe look.
Street Beat Archive:
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John Harbin with West Wetsuits
Nicole Hanriot with TAVIK Swimwear
Matt Gleason with Liquid Force
Jonathan Paskowitz with Lightning Bolt
love the option of going laces in or out on the cruisers, look forward to seeing them