Industry News 8/28/2007

Reef Debuts Girls’ Swim, Sportswear and Shoes at ASR

Reef Debuts Girls’ Swim, Sportswear and Shoes at ASR
New booth and fashion show heighten the excitement around launch

San Diego, California (August 28, 2007) – Reef is thrilled to officially announce the launch of girls’ swim, sportswear and shoes. The complete spring 2008 line will debut at ASR in San Diego, September 7-9th. Preview the collections from the comfort of the new 30x50 Reef girls’ booth (#1719), or during the Reef launch party and fashion show at the House of Blues on Friday, September 7th.
Reef girls’ swimwear, sportswear and footwear will be unveiled to retailers on the first day of ASR, followed by the Reef launch party and fashion show later that evening. All the action including a live performance by Moving Units, followed by DJ Shark Attack is set to go down from 9PM-2AM. Admission is free and open to the public; however we will be accepting donations for the Reef Redemption Fund, which will in turn benefit Boarding for Breast Cancer.
The launch of the Reef line for girls marks a major milestone in the company’s rich twenty-three year history. It is the first major category extension since the women’s sandal line debuted in 1998 and the men’s apparel line in 2003. The Reef girls’ line will be positioned as a surf lifestyle brand with a design direction for the style conscious, 17-24 year old girl who is seeking a fresh take on surf fashion.
Reef girls’ Marketing Manager, Lindy Williams adds, “Reef is designing for a girl that loves fashion as much as she loves the beach and surf lifestyle. She wants thoughtful design, versatility and great fitting pieces with a splash of flirtatiousness that is an undeniable element of the Reef brand.”
The girls’ swim program will anchor the new girls’ product lines. Silhouettes range from fashionable bandeau, triangle and halter tops using unique Reef prints, to more active geared bikinis, board shorts and cover-ups that showcase the new Reef girls’ logo. The line will be sold as separates in a ‘Brazilian cut’, as well as a fuller coverage ‘You-niversal cut.’
The sportswear program is filled with flirty sun dresses, dainty woven tops, jumpers and shorts. Versatility is key with pieces designed for layering, as well as styles that can easily be dressed up or down for the beach and beyond.
Closed toed footwear completes the third portion of the Reef girls’ brand launch. The line includes a smart mix of classic slip-on vulcanized shoes, ballets, mesh runners and espadrille trimmed casual walk shoes that instill the comfort and quality Reef is famous for.
Join the celebration as Reef launches the girls’ line on Friday, September 7th at ASR, followed by the launch party at the House of Blues.