
REEF: Worn to be wild.
SU/FA 2023 - Beyond
(work in progress)
At Reef, some may say that I lead Footwear Design with an endearingly stubborn commitment to produce truly authentic products and stories that reflect the soul of the culture we serve.
I say, it’s not all barrels, babes and bottle openers… The real excitement comes from capturing relevant trend moments, scanning the horizon for long-range storytelling opportunities, and creating things people love to wear. Reef’s infamously irreverent roots make it easy to create products that authentically communicate who we are, let people express who they are, and create a culture that people want to be a part of. I’m just honored to have the chance to inspire people to new levels of stoke while wearing their Reefs!
In the work below, I regularly challenged myself and the team to appeal to all the senses, enabling us to truly connect and create a unique product experience that people are excited to wear AND share. In each project, you’ll find a few examples of the syncopated layers of interest that are intentionally untraditional and seemingly unpolished, in an effort to weave a sense of humor and humanity into something otherwise transactional. TLDR: If we’re going to give them something, let’s make them feel something.
My goal for the Reef team has always been simple: Be authentic. Be unexpected. Be special. Take chances. Don’t tiptoe. Break some stuff. Engage. Make people smile. HAVE FUN!
FANING SHOE:
Charging into the future, but always remembering where home is.
Socrates, Pele, Beyonce, Fabio… Fanning.
Mononymous legends.
Paying homage to the Fanning sandal, while designing a shoe that could be a new pillar for the Fanning and Reef families… the Fanning Shoe needed to be both a time capsule and a time machine.
Following design lines, borrowing details, updating technologies, and channeling Reefs legendary heritage, we were able to design and develop a shoe that speaks to the guy who loves the Fanning sandal for it’s fun “no Fs” attitude, but also gives the option to continue to be active and stylish away from the water - AND put comfort just as high on his list as a good time!
Fanning: an icon of the brand for 20 friggin’ years and an opportunity to look into the next 20.
SPRING 2025





El JEFE
Walking on clouds. Standing on business.
¿Como se dice, “World’s best boss”?
SPRING 2024
Style: there’s a science to it.
Finally, you don’t have to wear shoes like Steve Jobs (RIP) to get the comfort that a CEO expects. We dropped our surf style on top of a thick slice of gravity-defying, nitrogen-infused, supercritical foam to max out the comfort quotient of a shoe that’s all business, no matter how much work you’re putting in. Premium suedes and textiles mixed with versatile colorways and rad bonus details - these zapatos will make you feel like every day is a PTO day.
Tone and wordmark concepts for Nitrogen foam
ONSHORE
Drink ‘em & sink ‘em!
Bros before Pros.
When the Blackball flag is flying, it’s time to switch up the sticks, rally the bros, and hit the green. We took our favorite things and designed them all into a collection of shoes that would take you from breakfast balls to turn dogs, and straight through the 19th hole. Premium materials keep you dry and locked in. A super plush EVA midsole keeps the dogs from barkin’ while you’re walking the course. And a spikeless rubber outsole will keep you standing straight while the bottle opener keeps you “hydrated”. These shoes were built to perform like you were out on the tour, but designed for all the F-you-N that you’ve always wanted to have on the golf course.
Epic example of A+B = ¡Si!
SPRING 2025
Vibe Check












































Palm Golf collab









RAMBLER
Chill-mode slactivated











NEPTUNE
Oh sh!t comfort.
No sh!t style.









Swellsole Family

W - Swellsole Neptune

M - Swellsole Neptune Slip-On

M - Swellsole Terramar

M - Swellsole Terramar LE

M - Swellsole Navigator

M - Swellsole Valle

G - Neptune

B - Neptune
Method to the radness.
Less about skill. More about just being open. Being inspired. Less time in here (head). More time out there. Helps to have good people around you, too!
Thinking in webs, not lines.