REEF Announces its purpose to unite the world around the fun, freedom and spirit of the beach

Today we announce our new purpose to unite the world around the fun, freedom and spirit of the beach.  This purpose is showcased through a reinvigorated mantra: Beach Freely. Beach Freely encourages all who step into the sand or into Reef products to experience the beach in their own way and take that spirit of the beach with them wherever they go.

Reef was founded in 1984 by two brothers from Argentina, Fernando and Santiago Aguerre, who wanted to share their love for surf travel and beach culture with the world. So, they created a high-quality sandal that could keep up with their active (ahem, party) lifestyle. They moved to Southern California to manage the Reef brand and produce the iconic sandal that made Reef what it is today.

Now 30 years later, we’re still at it, encouraging people around the world to embrace the fun, freedom and spirit of the beach while living life by one simple rule: Beach Freely. Whether you’re surfing, bar-b-queing, metal detecting, sand castle building, day drinking, guitar playing, or just hanging at the beach…beach any way you want. Our products are designed to make you feel comfortable, relaxed and free in any environment, whether you’re at the beach or not.

And when you love the beach as much as we do, you need to take care of it. So, we’ve pledged to help preserve and restore beaches and oceans around the world so that everyone has the opportunity to Beach Freely.

Stay Sandy,


REEF’s pledge

We believe there’s a connection between our well-being and our beaches.

When we restore the beach from harmful pollutants we create clean and beautiful places to restore ourselves from life’s daily stress and pressure.

So join us in our pledge to use the fun, freedom and spirit of the beach to champion a better life for people and planet.  Learn more.