If you walk around SM City Cebu and notice a new shop glowing in ocean blue on the 2nd level of the North Wing… yes, that’s the new REEF store at SM City Cebu. And today I got to be there for the grand opening.
I was invited to the launch of the new REEF store (thank you again, Sir Cyril, for having me!) and let me tell you, it’s always a good day when the invite involves comfy footwear, familiar faces, and a little beachy energy in the middle of the mall. REEF’s tagline is literally “Ridiculously Comfortable,” so of course I had to see (and feel) for myself if the hype was real.
What I Wore: Tropical Luxe, Mall Edition
Since this was a beach footwear brand, I went in with a tropical luxe outfit… breezy but still put-together. I wore my Zara dress tucked in (yes, a dress worn as a top, it works, trust me) and paired it with linen pants I got in Bali when I traveled there with my kid two weeks ago.
There’s something about linen that just feels like vacation even when you’re inside an air-conditioned mall in Cebu. Plus, the whole look was basically begging for a good pair of slides, which, as you’ll see below, worked out perfectly.
Familiar Faces All Around
One of my favorite parts of events like this is the people.
I bumped into fellow content creators and my fellow bloggers from Cebu Bloggers Society, caught up again with friends from the PR industry, and got to meet the people behind REEF here in the Philippines.
After all these years of blogging (since 2012, if you can believe it), these launches have become mini reunions. Lots of hugs, lots of “uy, kumusta na?”, and of course lots of photos of everyone’s feet. Occupational hazard when the brand is footwear LOL
REEF Philippines: The Launch Program and a Little Brand History
The launch had a short program where the host called up the VIPs one by one… representatives from SM, from Savoy Hotel, and from the Primer Group of Companies, which is the group that brings REEF to the Philippines.
If you’re not familiar with the brand, REEF has been around since 1984. It started as a surf-inspired sandal brand in Southern California and grew into one of those names you see on beaches all over the world. The whole idea has always been simple: footwear you can wear at the beach and pretty much everywhere else after.
And now Cebu finally has its own REEF store at SM City Cebu. For an island city where we’re always one quick drive (or ferry ride) away from the beach, IT JUST MAKES SO MUCH SENSE.
What stood out to me while browsing a pair of sandals I’d like to own from REEF:
- Comfort is the main selling point. Cushioned footbeds, soft straps, nothing that pinches or leave blisters after minutes of walking.
- Simple, clean finish. No loud logos or over-designed details, just good shapes and neutral colors that go with almost anything.
- A sustainability angle. REEF uses materials like eco-foams, recycled polyester, natural materials, and responsibly sourced leathers across its products, which I always appreciate.
- Lots of choices. From flip-flops to slides to platform sandals, for women, men, and even kids.
REEF Vista Luxe Siaa Review: My Pick from the New Collection
I already have white and black sandals at home, so this time I went for something from the new collection… the brown one. Meet the Vista Luxe Siaa, a chic slip-on slide from REEF’s more elevated Vista Luxe line.
What sold me (besides the color) was the height of the wedge. It gives you that nice lift that makes linen pants and flowy dresses look so much better, but it doesn’t feel like you’re balancing on stilts.
Here’s what you’re getting:
- Upper: Soft, PVC-free, vegan-friendly synthetic leather in a two-strap design.
- Footbed: A contoured VISTA PU footbed with natural cork and a cushioned EVA midsole, with medium arch support and heel cupping.
- Sole: A color-blocked platform sidewall with roughly a 2 to 2.5-inch lift.
- Outsole: Cushy EVA with a lug texture for everyday traction (important for our rainy-season mall floors, haha).
- Colors: Black/Tan and Cocoa/Black.
The SRP is ₱5,999. I know, it’s not a tiangge price. But when it comes to footwear you’ll be walking in for hours, I see it as an investment in your feet… and as you’ll read next, your feet affect a lot more than you think.
Why Comfortable Sandals Matter for Your Spine (A Chiropractic Clinic Owner’s Take)
Okay, this is where my other life comes in. As the owner of a chiropractic clinic here in Cebu, I hear this all the time: back pain, knee pain, sore hips… and when we look closer, the shoes (or the lack of support in them) are often part of the story.
Your feet are literally your foundation. Every step you take sends force up through your ankles, knees, hips, pelvis, and all the way to your spine. If the foundation isn’t supported, the rest of the structure has to compensate.
A few things I always keep in mind about your footwear and your foothealth:
- Flat, thin slippers make your body work harder. When there’s zero arch support, your feet tend to roll inward and your toes grip to keep the slipper on. That changes how you walk, and over time it can add strain up the chain.
- Arch support and a heel cup help keep you aligned. A contoured footbed helps distribute your weight more evenly instead of pounding everything into your heels.
- Cushioning absorbs shock. Mall tiles, concrete sidewalks, airport floors… we walk on hard surfaces all day. A good midsole takes some of that impact off your joints.
- Height is fine, as long as it’s stable. A platform or wedge spreads your weight across the whole foot, unlike a stiletto that pushes everything onto the ball of your foot and tilts your pelvis forward.
This is exactly why I’m all for comfortable footwear that’s actually designed to support your feet. Your spine will thank you, especially if you’re like me and you’re on your feet all day between the clinic, training, and events.
(Of course, if you’re already dealing with pain, good sandals are just one piece of the puzzle. Get your spine checked by a licensed chiropractor in Cebu.)
Other REEF Sandals to Shop at SM City Cebu
The Vista Luxe Siaa was my pick, but there’s a lot more to try on in the store. Here are some REEF lines to look out for (availability can vary per store, so ask the staff what’s in stock):
- Water Vista: Beach-ready sandals that can actually get wet. A fellow creator wore hers in black to the beach and swears by them. Great for island hopping and Mactan staycations.
- Cushion collection (Cushion Vista, Cushion Sands, Cushion Threads, Cushion Cloud): Exactly what the name says. Plush, soft footbeds for everyday errands and long mall days.
- Vista Luxe: The elevated, slightly dressier line (where my Siaa came from) for when you want comfort that still looks polished.
- Fanning: One of REEF’s most iconic men’s sandals, famous for the hidden bottle opener in the sole. Perfect gift for the beach-loving guy in your life.
- Phantoms: Classic, sporty flip-flops for men that are easy to slip on and go.
- Kids’ styles: Mini flip-flops like the Little Ahi, so the whole family can match on your next beach trip.
REEF SM City Cebu FAQs
Where is the REEF store in SM City Cebu?
REEF is on the 2nd Level of the North Wing of SM City Cebu.
How much is the REEF Vista Luxe Siaa in the Philippines?
The Vista Luxe Siaa has an SRP of ₱5,999 at the REEF store in SM City Cebu.
Are REEF sandals good for your feet?
Many REEF styles have contoured footbeds, arch support, and cushioned midsoles, which help distribute your weight and absorb impact. The Vista Luxe Siaa, for example, has a cork footbed with medium arch support and heel cupping.
Is REEF an eco-friendly brand?
REEF uses materials like eco-foams, recycled polyester, natural materials, and responsibly sourced leathers. The Vista Luxe Siaa upper is also PVC-free and vegan-friendly.
Who distributes REEF in the Philippines?
REEF is brought to the Philippines by the Primer Group of Companies.
REEF SM City Cebu Store Location
📍 REEF, 2nd Level, North Wing, SM City Cebu
If you’re heading to the beach soon (or you just want slippers that won’t wreck your feet on your next mall marathon), drop by and try a few pairs on. Walk around the store in them. Your feet will tell you which one.
You can also follow REEF Philippines on Facebook and Instagram (@reefph) for new drops and promos.
Thank you again to Sir Cyril and the whole REEF and Primer team for having me, and congratulations on the opening. Cebu is lucky to have you.
Now excuse me while I wear my new slides everywhere.
Padayon!
