Reef is working toward leaving a smaller footprint on the earth with a new company wide humanitarian and environmental initiative called Reef Redemption. The Reef Redemption initiative encompasses a 3-step action plan containing the Reef Redemption Product Series, the Reef brand’s ‘Culture of Giving’ and in-house sustainability efforts.
The first step is a new approach to footwear and apparel products with the launch of the Reef Redemption Product Series. By incorporating renewable, recycled and/or organic materials, wherever reasonably possible, Reef is producing unique products with less environmental impact.
The well-rounded Reef Redemption Product Series includes five men’s sandal styles, four women’s sandal styles, two men’s shoe styles and several innovative apparel pieces. These products stay true to Reef’s core identity as a premier surf brand, while building on the cultural shift toward ‘green’ product consumption and living.
The footwear collection first appears at retail in fall 2007 and ranges in price from $32-55. The apparel collection delivers from December 2007 to April 2008. Both collections will debut at ASR September.
Director of the Reef Redemption Program, Mike Gass explains: “Being environmentally conscious translates into more than just using what we believe to be better product materials, we’re striving to be stewards of the environment and humanity.”
In the second step, as part of the Reef brand’s ‘Culture of Giving’, Reef will contribute 1% of the product series sales to environmental and humanitarian efforts around the world. Gass continues, “As surfers and business people creating products relative to the surfing lifestyle, we have a distinct responsibility to act as stewards of the environment and its surrounding communities through this culture of giving.”
The third step includes in-house efforts to lessen day-to-day impact. Reef employees have created the Reef Redemption Committee to guide internal efforts toward creating less waste and leaving a smaller footprint on the environment.
In addition to improving in-house business practices and the inclusion of environmentally sensitive features in the new Reef global headquarters, Reef holds quarterly beach clean-ups around the company’s Carlsbad home and has a company-wide recycling program.