Richard flanagan established Reef fashions in 2004.
Initially working with Gruppo Forall with their Pal Zileri collection, the focus on the agency was premium menswear.

In 2008 Reef relocated to 70 Waterloo Road & began working with the Baumler AG fashion group which along with the Baumler collection carried the Louis Feraud & Kaiser Design labels.
Working primarily with independent stores, Reef developed a branded and private label business throughout the Irish market.

In 2017 Ash Stephenson joined the agency and Ruth Brennan joined in 2020, who together complete the sales & marketing team at Reef.
Sarah Kealey & Yvonne Reville manage the administration roles.

After fourteen years at Waterloo Road Reef relocated to the heart of Georgian Dublin at 29 Fitzwilliam Place, the former home of the Guinness brewing family & currently represents Carl Gross,Club Of Gents, Threadology, Save the Duck & Clipper of Denmark.