Facebook Pinterest Search Icon SourcingJournal_horiz Tumbler Twitter Shape photo-camera graph-trend Shape latest-news icon / user

Reef Aims to Solve Common Sandal Issues with New Collection

What are the pains and actions brands across the industry are taking to try and become consumer-led? Join our webinar "Consumer-Led Retail: Optimizing Assortments at Speed" Sept 28th, featuring experts from MakerSights and DTC brand Taylor Stitch.

Reef turned to its female fan base for help in the development of Reef Escape, a new line sandals for the Spring ’17 season.

The majority of women said most branded rubber sandals disappoint in terms of comfort and stability, while concerns over quality, health and the environment were also frequently cited. Reef Escape is Reef’s answer, forgoing the typical flat rubber bottom and utilizing an exclusive cushion rubber which molds to size and shape.

Developed by VF-sourced chemical engineers, Reef’s new cushion rubber footbed blends EVA foam with rubber to strike a balance between durability and softness. The Reef Cushion Rubber and all other components of the sandal are made with 100 percent PVC-free material, an example of Reef’s commitment to the environment.


“Reef Escape is a great example of consumer-centric design thinking. We analyzed the rubber sandal market and uncovered a unique opportunity to improve upon the basic rubber sandal design,” said Reef VP of Footwear Tom Cooke. “Our female consumer was asking for a combination of cute styling, all day comfort, and excellent quality. We created a simple yet elegant design that addressed all her needs. It’s a really beautiful product that solves a category weakness. We’re really excited to launch the Reef Escape collection,” he added.

The collection offers simple, neutral colors juxtaposed with bold, unpredictable prints. Saturated pop colors of hot pink, mint and peach, as well as sun-kissed colors of blush, coral and lime are a nod to Reef’s Spring ’17 line inspired by vintage California. The line will retail for $22-$28 and will ship to stores starting February 2017.

Related Articles

More from our brands