Attending a store opening always brings a certain kind of energy, but the grand launch of REEF at SM City Davao hit differently. If you’ve ever lived in or visited Davao, you know our lifestyle sits right at the intersection of city hustle and quick weekend beach getaways. Having a brand that actually understands that balance open up right in our backyard is a huge win.
Stepping into the new store, the coastal DNA of the brand is front and center. Founded back in 1984 by brothers Fernando and Santiago Aguerre, REEF started purely out of a passion for surf culture. Fast forward four decades, and they’ve managed to turn that laid-back ocean energy into a global lifestyle.
What I appreciate about REEF expanding here to Davao—and continuing its push across regional hubs in the Philippines—is that it doesn't feel like just another retail store. It feels tailored to how we actually live down south. We need footwear that can handle an impromptu trip to Samal Island just as easily as a stroll through the city.
Browsing through the shelves at SM City Davao, the product selection covers pretty much every scenario your weekend (or weekday) might throw at you:
The Water-Friendly Collection: This is your no-nonsense, island-hopping lineup. Designed specifically for wet conditions, tropical rain showers, and beach trips where standard footwear just won't cut it.
The Stylish Comfort Collection: My personal favorite for everyday wear. These hit that sweet spot where you get solid arch support without looking like you're wearing orthotics—perfect for running errands around the mall or grabbing coffee.
The Premium Collection: Elevated materials, refined finishes, and a cleaner silhouette for when you need a more put-together, sophisticated coastal look.
Of course, they had The Fanning on display—the iconic signature sandal named after pro surfer Mick Fanning. Yes, it still has that legendary built-in bottle opener on the outsole, which remains one of the cool details that made the brand famous in the first place.
If you missed the grand opening today, definitely drop by the store at SM City Davao to try them on and feel the comfort tech for yourself.
(And if you're out of town, you can also catch their collections at SM Mall of Asia, multi-brand spots like Res|Toe|Run, Grind, and R.O.X., or online via Shopee and Lazada).