Here at Nollie, we've always had a love/hate relationship with Reef (love the comfy Fanning sandals, hate the faceless Reef bums) but the thong thing is obviously working out for Reef, as they've used the same marketing strategy for as long as I can remember.
Now that Reef are launching a female clothing range this year, I was kind of hoping things would change. And, so, I was slightly surprised to hear, was the man behind the totty loving surfing blog Life's a Beach. As he points out, Reef have always gone to the trouble to name their faceless 'Miss Reef' girls, but they may have well called them Ass 1, 2, 3...
I was hoping this would be the year Reef ditch the Miss Reef fixation and promote their team of Reef girls who can actually surf. I'm sure the guys would like them just as much, Reef might get a bit more respect from those female customers they're trying to target, too. But Reef have just divided their sites into 'guys' and 'girls' and still refer to Miss Reef as a global icon. Sigh.