Surf 7107-La Union by Reef

Reef, the US’ top name in surf and sand apparel, has launched a new collection of shoes and sandals. Featuring Reef’s Swellular™ Technology, the collection will be presented in time with the premier of “Surf 7107-La Union,” a documentary following the lifestyle of Filipino surfers in San Juan, La Union. As part of Reef’s Just Passing Thru campaign, here’s more about their groundbreaking new shoes and sandals this summer

 

 

1. What is Reef presenting today?

 

We’re presenting our new Rover Collection, a nod to the brand’s Just Passing Through mentality. This is a new line of men’s and women’s footwear designed with a traveling surfer in mind. The collectiion also showcases Reef Swellular™ Technology in our footwear. We’re also hosting the premier of Surfing 7107, a documentary on the surfer lifestyle here in the Philippines.

2. What is Swellular™ Technology?

 

Reef Swellular™ Technology is built around three layers of innovative material: a super-soft, contoured Swellular foam deck, providing instant comfort, a medium-density Swellular midsole for long-lasting support, and Reef’s signature Swellular high-density rubber outsole featuring an ocean-inspired aesthetic, providing traction, protection and durability.The Outsole is an example of Reef’s commitment to form and function, with treadpatterns that mimic lines of ocean waves and ultimate comfort, support, traction,and versatility.3. What are the highlights of the Reef fashion show?Our guests will see two outfit changes from head to toe. We’d really like them to see what Swellular™ Technology can offer and want them to enjoy and experience the beach. Reef style and comfort are perfect for a Holy Week vacation.

3. What are the highlights of the Reef fashion show?Our guests will see two outfit changes from head to toe. We’d really like them to see what Swellular™ Technology can offer and want them to enjoy and experience the beach. Reef style and comfort are perfect for a Holy Week vacation.

 

4. What is Surf 7107 about? What makes it special? Surf 7107 is about surfing in the Philippines, and how much surfing has impacted lesser known places around the country, and has turned these places into booming and burgeoning surf destinations and tourist havens. The first of hopefully many documentaries, it starts in La Union where the first ever surf school in the country was born.

There is a market for surf brands out there, and it's getting bigger and bigger. Here's hoping that this Reef-produced documentary changes things, and brings Reef into the forefront as the leading surf brand out there.Reef is a surf brand that not only cares about surfing and the lifestyle that goes with it, but also cares about the communities it helps and touches through surfing competitions, events, and environmental activities. This is the call to action of this documentary produced and supported by Reef Philippines.

5. How is the documentary related to Reef?

 

Reef is all about the Surfing lifestyle.  The documentary shows just that, how a little known town in La Union has grown to be a tourist and surfing destination, how surfing has helped the community with jobs as surfing instructors, how local business has sprouted with resto-bars, surf shops, and surf schools, and how support from brands such as Reef can mean a lot to a community bornn from surfing.

 

THE BEGINNING

 

Reef's twenty-eight year heritage traces back to two brothers from Argentina, Fernando and Santiago “Santi” Aguerre. Fueled by their passion for surfing, and armed with a unique entrepreneurial spirit, the brothers acted on an idea to create a high quality, active lifestyle sandal. Attracted to the Southern California lifestyle, Santi moved to California in the early 80’s and would shortly be reunited with his brother. Fernando graduated from Law School, and headed to La Jolla to help co-found Reef. With $4000 working capital, hard work, dedication and some savvy marketing ideas, the brothers built Reef into the #1 sandal brand. Reef's official Birthday, recognized as “Saint Reef” day is Monday November 26th, 1984 – the day of the first sandal factory trip to Sao Paulo, Brazil. 

PRODUCT

 

In 1985, Reef introduced the Striped Smoothy, a super soft and comfortable sandal with a nylon strap and large Reef logo on the heel. The bold striped colors and casual, comfy footbed made it an instant classic. Sales of the sandal exploded as the brothers invested in their first advertisements – an image of the sandal embedded in an exotic island scene. The Smoothy is still in the line today, and is one of the best selling Reef sandals of all time. Now twenty-five years later, the company is thriving as one of the leading surf brands in the world offering authentic and innovative footwear and apparel for guys and girls. Expanding from staple every day beach sandals to becoming a leader in major comfort and novelty innovations, Reef has evolved from its humble sandal beginnings. The range now includes a men’s apparel division launched in 2003, followed by the launch of girl’s swimwear in 2008.  Reef also recently launched Reef Redemption; a program intended to lessen our footprint on the Environment. Reef Redemption initiatives thrive through a product series using green technology, our culture of giving and our was founded on by Fernando and Santi back in 1984. Reef is a core surf company. We create authentic, comfortable and innovative products intended to inspire the surfer in all of us.