Reef was founded in 1984 by two brothers from Argentina, Fernando and Santiago Aguerre. Their sandal and shoe company embodied the casual attitude of the beach and the lifestyle that comes with it. Reef also received quite a bit of attention by featuring bikini models in their ads as well as holding various bikini model searches. By the mid 1990s, Reef added a skate division which over the years sponsored Laban Pheidias, Adil Dyani, Diego Bucchieri, Pat Channita, Jaya Bonderov, Jason Ellis and Kyle Berrard amongst others. But due to shrinking sales, the entire skate program was scrapped in 2003.