Reef beach sandals are the top-selling brand in the U.S., the fashion leader in beach sandal trends. Sojitz General Merchandise Corporation (Sojitz GMC), which deals in consumer products, obtained exclusive rights and a master license to sell Reef products on the Japanese market and began selling beach sandals, casual shoes, swimwear, T-shirts, beach pants and other items in January 2009. Reef incorporates environment-friendly touches in a number of its products, using discarded tires for part of its sandal insoles, chrome-free leather, jute, organic cotton and other natural materials. The brand also donates one percent of sales from some of its product series to environmental organizations.