When Butt matters....

I am gonna be honest, to have some good lookin' chicks in bikini in a surf mag is quite pleasing.
Reef has became synonymous with women curves (mostly backside view). I am still wondering how butt and sandals are related but it sure created a buzz in the teenager world.

Other companies (mostly startup) are trying as well, but it just feels like a marketing tool and it doesn't feel right.

So why Reef can get away with it, it's because they were N 1 in the customer mind, it is part of the brand spirit and that is why others feel like copycats.

Reef Redemption

To be environmentally responsible, not only mean using recycled materials but taking in account how materials are processed as well.
The use of natural fiber (without pesticides), leather tanned without the use of chrome, etc..
In addition the outsoles are made of recycled tires, each tire provide enough rubber for 6 pair of sandals.

Sometimes we can't be completely eco friendly but nowadays we often have the choice to be more responsible toward Nature. At least Reef is trying

Authentic, Surf Inspired: Reef

Reef was created in 1984 by two brothers from Argentina. Since then it has always blended the cool and casual attitude of the beach with a commitment to nurturing the lifestyle that follows.

The brand is widely known for its ads featuring beautiful women curves, but it is further defined by the elite class of Reef ambassadors that scour the globe in search of the best waves, surrounded by some of the most beautiful and remote places on the planet.