The greening of the Reef Machado sandal

Reef President John Wilson with surfer Rob Machado.

Since we are on a green theme today, I talked with the folks at Reef about the new Rob Machado classic sandal.

The marketing materials say Rob approached Reef about making his sandal more sustainable, and I wanted to find out exactly how they made that happen. And, one thing I really wanted to know: does it sell in stores?

Reef Redemption Director Mike Gass answered some questions for me.

How did Reef come up with the idea? Did Rob really approach the company first?




We had Rob in the product war room where we do all of our creative work discussing some of the details of his new sandal, what he wanted to incorporate and what he liked about our styles at the time. We were also having a separate conversation about the first Reef Redemption product series offerings and Rob literally walked over and said that he wanted the eco-friendly stuff in his sandal.

At this point we were early into the development of the materials we use in this product series so we started scrambling to get it dialed in so we could accommodate Rob’s request. It makes perfect sense as Rob is an environmentalist and a humanitarian. He started the Rob Machado Foundation to contribute to various environmental organizations before we began our Reef Redemption efforts, so it has been great to pair one of our athletes that truly walks the walk with our program.

What was involved in researching and creating a green sandal?

We actually spent about six months searching out existing options as well as developing some materials and processes unique to the Reef Redemption product series. We felt that it was important that we come to market with a line that we were proud of and that meet our criteria for the fit, comfort and quality that we are known for.

We scoured the vendor network looking for sustainable, organic and recycled materials and also went so far as to send one of our dedicated developers out to different factories in Asia armed with a mission and a translator. It is remarkable what that perseverance and exploration has led to. We set out to change or modify each and every part of the sandal and we have successfully done that.

Will any of the technology or methods be applied to other sandals?

Our ultimate goal is to make all of our product in a more “redemptive ” manner. We have begun to sprinkle some of the things that we developed for the Redemption product series into the core Reef line. On the sandal front, we have switched 98 percent of our China production over to

water-based cements rather than solvent based. Our initial calculations are that this has saved the equivalent of 438 barrels of oil that would have been used to make the old solvent-based adhesives.

We also have eliminated 98.8 percent of the volatile organic compounds from the cements which reduces the release of these chemicals into the atmosphere and makes the factory a healthier environment for the workers. We also have used recycled car tire outsoles on styles outside of our Redemption product series and that has been well received by our customers. Huarache sandals, the original footwear of choice for surfers, utilized these treads so it is a nod to the heritage of the product as well. We have used 11,500 tires so far to make these outsoles. It is great to be able to provide a second life for these products and they actually perform great as sandal treads.

Does it cost more to make? If so, do you charge more for it than other sandals?

Some of the materials are definitely more expensive and some of them are about the same. It really depends on what material or process you are looking at. As the Rob Machado sandal is the flagship model of the Reef Redemption Product series, we wanted to really go to the next level with the materialization. We found a plant cellulose material that we call Redemption Foam. This material takes the place of 40 percent of the EVA (ethyl Vinyl Acetate) that makes up the midsole (cushioning part of the sandal). This is a material that has not previously been used in the footwear industry. This particular material is four times more expensive than the standard EVA, but since it is plant based rather than fossil fuel based, we felt it necessary to incorporate into the product. Due to the cost, Redemption Foam is not a material that we will use extensively but it is an exciting innovation and a great stride in our search for new ways to make the same great Reef product.

So ultimately yes, we do charge more for the Redemption styles as they end up costing more to make overall than the sandals made with the traditional materials and methods.

How is it selling? How does the sell-through compare to other styles?

We are making a concerted effort to make product that our core consumer will want to wear not just because it is “green” but because it is the product that they always look to Reef for. In this regard we have been successful. The Machado sandal is selling well and we also have the Stash which has sold in very well and retailers are moving units.

Will Reef expand its green offerings going forward?

We are definitely planning on expanding our offerings going forward. As we move into the Summer 09 design seasons, we have Reef Redemption involvement from all product categories at Reef. As Reef Redemption is so much more than just a product series, we will always be working on expanding our line, improving efficiencies and overall, looking for ways to be more “Redemptive” as a brand.

How is Reef marketing Rob’s sandal?

We have a great campaign that the marketing team has put together. We shot a pretty vibey new print ad for some of the mags that hits in April around Earth Day celebration. We also filmed the photo shoot, the production of the sandal at the factory and combined it with surf footage from Rob’s travels around the globe. The result, we believe, is a great vehicle to communicate and promote our Reef Redemption efforts in a manner that targets the right demographic. It reinforces our commitment to excellence in our product, our commitment to surf and the significant steps we have taken to deliver truly redemptive product.

Here’s a link to YouTube for the video Reef made to market Rob’s sandal.

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