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 just butts and bottle openers… I love capturing relevant trend moments, building things people want to wear, and keeping an eye out for long range story telling opportunities. 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 stoked I have the chance to inspire people to new levels of having a good time in their Reefs!
In the work bellow, I regularly challenged the team to appeal to all of the senses in order for us to truly connect and generate 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 unexpected individuality into something otherwise familiar. 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 tip-toe. Break some stuff. Engage. Make people smile. HAVE FUN!
FANING SHOE:
Charging into the future, but always remembering to look back at where we came from.
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 always inspired by 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.
The Boss doesn’t stand out; the Boss stands apart.
Using science to give you the comfort you’ve always dreamt of, in a style you’ve always wanted.
SPRING 2024
Finally, you don’t have to dress like Steve Jobs (RIP) to get the comfort that a CEO deserves from their shoes. We mashed up our surf style with an extra-squishy, nitrogen-infused, supercritical EVA midsole to squeeze the ultimate comfort into a shoe that’s all business, no matter what you’re up to. Premium suedes and textiles mixed with versatile colorways and rad details - a pair of El Jefes will make your feet feel like everyday is a PTO day.
Marketing and naming 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 will keep the dogs from barkin’ while you’re walking the course. And a spikeless rubber outsole will keep you stable 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
Palm Golf collab
