Reef

Last week, Pharrell built a 30-foot wave on the Louis Vuitton runway in Paris. The campaign film was directed by Brick Howze, founder of the Ebony Beach Club. Shot by Brent Bielmann. Shaped creatively by Dr. Cliff Kapono.   Surf has always produced people like this. Scientists. Filmmakers. Artists. Community builders. People who learned to read something that can't be controlled, and took that instinct everywhere they went.   By the time the cameras showed up in Paris, Brick, Brent, and Cliff had already been building something real for years. The runway was just another place their story showed up.   The same week, Brick brought 3,500 people together in Palm Springs for the Ebony Beach Club's Juneteenth celebration. We were honored to be there.   We've never been in the business of borrowing culture. The goal has always been simpler than that. Back remarkable people, give them room, and stay out of the way when they create.   Moments like this are a reminder that relevance is usually the byproduct. Never the objective.

We are excited to officially launch our latest collaboration with Free Fly Apparel, a limited edition collection made for days spent on and around the water.   This partnership came together naturally. Free Fly is rooted in a love for the outdoors and a shared belief in creating comfortable, functional gear that makes it easier to spend more time outside.   Created alongside shared ambassador Evan Geiselman, this drop blends surf and angler inspired styles with the kind of energy Evan brings to everything he does. Whether he is casting in shallow water or chasing waves, his stoke is contagious.   This collab is a nod to those good vibes.

Every year, we celebrate REEF Week from June 1-8, which is our ongoing commitment to the oceans and coastlines that inspire everything we do. Culminating on World Oceans Day, REEF Week brings together exploration, community, and ocean stewardship to help care for the places we love most.   This year, we continue our partnership with The MEGA Lab and Dr. Cliff Kapono by mapping the Hawaiian reef of Honolua Bay on Maui. Known around the world for its iconic surf break, Honolua Bay is more than a destination. It's a place deeply connected to Hawaiian culture, local communities, and the rhythms of the ocean itself.   Dr. Cliff Kapono says it best: "Science allows us to better understand the experiences we love through evidence, observation, and deeper connection to the systems that create them."   Learn more about REEF Week and follow along here: https://lnkd.in/d_PfBEMK

The Fanning turns 21. Known for the built-in bottle opener, it’s spent two decades proving itself as more than a novelty. It’s a staple grounded in performance, comfort, and durability. Named after three-time World Champion Mick Fanning, the sandal started in surf and expanded far beyond it with the comfort you know and love. Every detail has a job (bottle opener included). This spring, we’re evolving the Fanning franchise with new styles designed to improve comfort, refine fit, and extend versatility, while staying true to what made it iconic. 21 years in, it continues to deliver. Cheers!

Our Spring campaign is officially live, featuring Rose Machado and Coco Ho alongside members of the REEF family. Shot earlier this year on the North Shore of Oahu, the campaign celebrates everything our brand stands for, from laid-back coastal lifestyle and community to sandals that truly live up to our tagline, Ridiculously Comfortable™. We are proud to see this one out in the world with such an incredible crew!

Last night the REEF HQ felt electric. We partnered with SDSI to host Eye of the Innovator. A night celebrating the people who see what’s next in sport, brand, and culture…and actually build it. We were honored to spotlight Ross Garrett, CEO of Surfline\Wavetrak, Inc., whose perspective on building Surfline by obsessing on the surfer and respecting the culture, set the tone for the night. There’s something powerful about getting innovators in the same room. The ideas get sharper. The conversations get braver. The momentum builds. At REEF, we talk about being Ridiculously Comfortable. Not just in product, but in how we show up. Confident enough to play the long game. Clear enough to keep things simple. Bold enough to innovate without overcomplicating. That spirit was alive in the room. San Diego is stacked with talent, and we’re proud to help create spaces where that talent connects. Big thank you to SDSI and to everyone who came ready to think bigger. Let’s keep building. 🌊 #SportsInnovation #SanDiegoStartups #Surfline #BrandBuilders #Community #REEF

10 Years of Sun, Community, and Stoke with Urban Surf 4 Kids & REEF Yesterday, we had the joy of spending the day at the Urban Surf 4 Kids Holiday Surf Therapy Camp. US4K is an incredible program that brings the healing power of the ocean to foster youth across San Diego. This year is extra special as we celebrate a decade of partnership. For 10 years, REEF has stood alongside US4K to support surf therapy, mentorship, and the life-changing impact this community creates. Our day was filled with:  🏄♀️ Unforgettable wave-time with the kids  🤝 Team moments with REEF employees giving back together  🌟 REEF ambassadors showing up with heart, energy, and stoke Thank you, US4K, for continuing to make such a meaningful difference in the lives of foster youth. We’re honored to celebrate 10 years together and excited for all the impact still to come. 

Since 1984, the beach has been the heart and soul of REEF. We believe the beach is where fun and freedom come to life and that there is a deep connection between our well-being and our beaches. We are dedicated to protecting our ocean, preserving our reefs, and continuing to create access to the spirit of the beach. In 2018, the Better Beach Alliance was founded by The Surfrider Foundation and REEF to help grow the impacts of Surfrider's Beach Cleanup program through education and by inspiring new volunteers to take part in the program. Each year, the Better Beach Alliance seeks to bring together and empower businesses, communities, and individuals to enacting meaningful change for our planet. Together, we can ensure that the beach remains a place of joy, connection, and inspiration for generations to come.

Rob Machado has been rocking with us for over two decades. From his first iconic ads in the '90s to starring in the campaign for our newest shoe drop, the Shoreline Del Mar.   What started with sandals has evolved into a broader expression of coastal comfort, and Rob’s been a part of that journey every step of the way. His smooth style, surf legacy, and deep connection to the ocean continue to inspire how we show up- in sandals, shoes, and everything in between.   Here’s to over 20 years of partnership and to the next chapter as we bring that same REEF feeling to footwear.

Our latest collab with Wahine Honolulu brings the laid-back spirit of Hawaii to life—infused with the creative energy of Evan Mock, whose fingerprints are all over this capsule. From the design inspiration to the shoot direction, it’s a true expression of how surf, style, and culture intersect.   Grateful to see the story featured in WWD today and excited for what’s ahead. This partnership reflects where REEF is headed—in the conversation, in the culture, and always ridiculously comfortable. 👉 Read the full story in WWD  https://lnkd.in/ewQKJT92 #REEFxWahine #EvanMock #WWD #FlipFlops #Collaborations #REEF