Santiago's Open Road


Reef Clothing

“Integrity has got to be there-it's not even questionable.”


Fashion Sports


Risk Values Family Passion Money & Financial Security Self-Reflection Courage Individualism Fear Support & Encouragement Hard Work Opportunity Success Chance


Accomplishing Goals


  • At the age of 20, he had it all: he was Argentina's surf champion and studying law in university.
  • He soon realized, however, that his heart was not in his studies.
  • Moved to the United States to pursue work in the center of the surf industry: Huntington Beach, California.
  • He found work running surf contests and working as a busboy at a Mexican restaurant to pay the bills.
  • After building up his industry knowledge and becoming partner in a small surf shop, he and his brother founded Reef in 1984.
  • Reef became one of the largest surfwear companies in the world, but it was taking up the time that Santiago wanted to be spending with his young children.
  • In 2005, the brothers sold the company so that they could spend more time with their families.
  • Says you have to do what you love-money should not be the sole motivation; money should just be a consequence of doing what you like.

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