01 The Idea

RIFFE is a freediving and spearfishing brand from California, built since 1979 on one principle: be selective, fish for the future. Coral Gardeners restores bleached reefs across the Pacific. The pitch makes RIFFE the dive-equipment partner Coral Gardeners does not have yet.

02 The Gap

Coral Gardeners already works with partners like Rolex and Prada, who fund the restoration, alongside apparel brands covering what the team wears above the waterline. Nobody covers the fins, masks, wetsuits and knives the crews work in for hours a day. RIFFE would fill the gap, outfitting the divers and funding coral through a co-designed edition where every unit sold plants one coral. RIFFE divers and the wider spearfishing community also come in as reef monitors and storytellers.

03 My Take

The pitch is personal for me. I grew up in Southern California and have spent my life in the water, from the reefs of Fiji to the coast off Malibu. I researched the partner and mapped the gaps in the Coral Gardeners partner roster, then built the pitch I would want to bring to the team. The full proposal is below.