Born on the Perth Coast: The Story of Reef Rider

Reef Rider wasn’t created in a boardroom.It was born on the sand.

We’re a Perth-based couple who simply love the outdoors. Give us the beach over the city, a 4WD track over a highway, and a campsite under the stars over a hotel room any day. Our weekends are usually filled with saltwater, sandy tyres, sun-faded towels, and the simple rhythm of coastal life. And somewhere between those beach days, camping trips and long drives along the Western Australian coastline — Reef Rider was founded.

Alongside us on this journey (usually supervising from home) are our two cats, Biccie and Charly. They may not be into 4-wheel driving or camping, but they’re very much part of the Reef Rider story — our little reminders to slow down and enjoy the simple things.

Inspired by Western Australia

Western Australia has a raw, untouched beauty that’s hard to explain unless you’ve experienced it. The endless coastline. The turquoise water. The red dirt meeting the sea up north. The laid-back, no-rush lifestyle that so many West Aussies love.

Reef Rider was created to capture that feeling.

From the beginning, our vision wasn’t just to design surf clothing and beach accessories — it was to share the lifestyle that comes with living here.  Over time, we’ll be sharing more of our journey across our social media platforms — posting product photos and travel videos that capture the beauty of Western Australia, our coastline, and the effortless coastal lifestyle that defines this state. We want Reef Rider to visually tell the story of where it comes from. 

We want people to feel that energy when they wear Reef Rider.

Simple. Authentic. Coastal.

Reef Rider is about everyday adventures.

It’s the tee you throw on after a swim.The hat you grab before heading into the WA sun.The towel tossed in the back before a spontaneous beach stop.

Nothing complicated. Nothing forced.

Just easy, relaxed coastal style inspired by real life.

We created what we genuinely wear ourselves — pieces that fit beach mornings, long drives, camping weekends and everything in between.

From Local Dream to Global Trademark

While Reef Rider was born locally, our vision has always been bigger than just one stretch of coastline. We’re incredibly proud that our trademark is now registered in 31 countries — a milestone that reflects how far this journey has come.

But no matter how much we grow, our roots stay the same. Reef Rider will always be grounded in Perth’s beach culture and the outdoor lifestyle that inspired it in the first place.

The Bigger Dream

We’re proud — truly proud — to have founded a Perth-based surf clothing and beach accessories brand.

But we’re also building for the long term.

Our vision is to grow Reef Rider into a recognised worldwide surf brand, while always staying true to where it began — the beaches of Western Australia.

No matter how far it goes, it will always carry the spirit of this coastline.

Reef Rider isn’t just something we created.It’s the lifestyle we live.

And we’re only just getting started.