Reef launches premium closed-toe line

Reef is launching a new segment of men’s shoes, RESRV, which targets a design-savvy consumer and boutique style retailers.

We talked to Men’s Footwear Director Brett Savage, Domestic Sales Director Todd Stanley, and Marketing Director PJ Connell to find out the details.

Why did Reef launch RESRV? 

Reef RESRV

Brett Savage, Director of Men’s Footwear: Reef identified an opportunity to draft off the success of our hanging footwear (Coastal Cruisers) and create an exclusive premium footwear line that would hold true to Reef comfort and sandal utility. The line is a part of a global strategy and is designed to primarily drive brand equity and further expand our brand perception outside of sandals.

What makes these shoes different from other Reef shoes – and from your competitors?

The RESRV Collection has a modern day minimalistic design approach with a timeless feel thanks to vintage finishes, premium leathers and custom comfort features.

The line will come in a custom laced box system with a dust bag and will be merchandised on shelves at the store level as opposed to hanging on fixtures like our sandals and Coastal Cruisers Collection.

Luke Davis will represent RESRV

Exterior treatments entail premium suede and full grain leather uppers, along with subtle finishes like leather label inlays vintage lace-up hardware and sleek stitching details.

The interior includes a unique insole system that houses a dual density EVA pebbled footbed that also provides discreet odor management properties. The insole is removable and washable — ideal for function and travel.

Where are you retailing it? 

Todd Stanley – Director of Domestic Sales: The RESRV Collection will be showcased in our better partners with the Reef brand at the most aspirational tier of distribution. We have targeted 80 dealers in the US and an additional 20 in Canada.

See Page 2 for more, including retailers that will carry the collection

Stores that have placed orders include Wavelengths, Beach House, Hansen’s, Surfride, Emerald City, Thalia, Swell.com, Harbour Surfboards and Spyder.

Cyrus Sutton will also represent the collection.

Currently there are a lot of similar products in the market. The category is counter to a lot of what is going on in footwear that you traditionally see in the surf shops and our better lifestyle dealers. We will keep this a very targeted category.

What’s the price? 

The RESRV Collection will come in at premium price points, ranging from $80-$120, which is a direct reflection of the special attention to detail, premium materials and superior craftsmanship of the line.

What has been the initial reaction from retailers?

The reaction has been positive. RESRV is designed for a surfer from the ground up, so we are offering the guy rooted in surf with a premium alternative to the skate centric footwear in the market.

What’s the marketing behind it?

PJ Connell – Director of Marketing: Being that the RESRV Collection is a new, surf boutique line for Reef, we wanted to ensure we came out with newness in our marketing efforts as well.

As a result, we brought on two new ambassadors to represent the collection, Luke Davis and Cyrus Sutton. Luke is a well respected, up and coming surfer known for his style in and out of the water. Cyrus is a surfer/artist who can ride just about anything and has that eclectic surf vibe that speaks well with the collection.

We didn’t want the marketing to look forced so having Luke and Cyrus sign off on the styling was extremely important. We also took this opportunity to shoot in a location that felt natural for the collection to live in. After a weeklong road trip through Big Sur we felt we captured both the essence of the line and the type of journey it may inspire.