𝑇ℎ𝑒 𝑖𝑐𝑜𝑛𝑖𝑐 𝑔𝑙𝑜𝑏𝑎𝑙 𝑠𝑢𝑟𝑓 𝑎𝑛𝑑 𝑏𝑒𝑎𝑐ℎ 𝑙𝑖𝑓𝑒𝑠𝑡𝑦𝑙𝑒 𝑏𝑟𝑎𝑛𝑑 𝑏𝑟𝑖𝑛𝑔𝑠 𝑖𝑡𝑠 𝑠𝑖𝑔𝑛𝑎𝑡𝑢𝑟𝑒 “𝑅𝑖𝑑𝑖𝑐𝑢𝑙𝑜𝑢𝑠𝑙𝑦 𝐶𝑜𝑚𝑓𝑜𝑟𝑡𝑎𝑏𝑙𝑒” 𝑓𝑜𝑜𝑡𝑤𝑒𝑎𝑟 𝑎𝑛𝑑 𝑐𝑜𝑎𝑠𝑡𝑎𝑙 𝑠𝑝𝑖𝑟𝑖𝑡 𝑐𝑙𝑜𝑠𝑒𝑟 𝑡𝑜 𝑚𝑜𝑟𝑒 𝐹𝑖𝑙𝑖𝑝𝑖𝑛𝑜 𝑐𝑜𝑛𝑠𝑢𝑚𝑒𝑟𝑠.
REEF, the globally recognized surf and beach lifestyle brand, is making waves across the Philippines with the grand opening of its newest stores in SM City Cebu on October 3, 2026.
The grand opening celebrations mark an exciting new chapter in REEF’s continued expansion beyond the country’s major urban centers—bringing its unmistakable blend of coastal style, everyday versatility, and signature comfort to the country’s most dynamic regional market.
Founded in 1984 by South American brothers Fernando and Santiago Aguerre, REEF was born from a passion for surfing, beach culture, and the freedom of coastal living. What began as a footwear brand inspired by life around the ocean has grown into a global lifestyle brand recognized for creating footwear designed to move effortlessly between the beach, the city, and everywhere in between.
For more than four decades, REEF has continued to evolve while staying rooted in its coastal DNA— pairing laid-back style with thoughtful design, innovative comfort technologies, and versatile silhouettes made for everyday adventures.
𝐁𝐫𝐢𝐧𝐠𝐢𝐧𝐠 𝐑𝐄𝐄𝐅’𝐬 𝐂𝐨𝐚𝐬𝐭𝐚𝐥 𝐋𝐢𝐟𝐞𝐬𝐭𝐲𝐥𝐞 𝐭𝐨 𝐂𝐞𝐛𝐮
The new REEF store in SM City Cebu is designed to give consumers a closer look and feel of the brand’s diverse footwear offering, from water-ready essentials to stylish everyday favorites.
Among the collections consumers can discover are REEF’s Water-Friendly Collection, designed for beach trips, island adventures, and tropical days when comfort and practicality matter most; its Stylish Comfort Collection, which blends trend-forward design with supportive, everyday wearability; and the Premium Collection, featuring elevated materials and refined finishes for a more sophisticated take on coastal style.
At the heart of REEF’s offering is one of its most recognizable icons: The Fanning, the legendary sandal inspired by professional surfer Mick Fanning. Known for its unmistakable design and built-in bottle opener on the outsole, The Fanning represents REEF’s signature ability to combine comfort, functionality, and personality in one iconic silhouette.
In addition to its latest regional stores, REEF is also available at SM Mall of Asia, leading multi-brand lifestyle retailers including Res Toe Run, Grind, and R.O.X. Consumers can also shop REEF collections online through Shopee, Lazada via Res Toe Run, and the official e-commerce platforms of restoerun com, grind com, and rox com.
Visit the Reef stores, and discover the comfort that makes every journey feel a little better.
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