Born on Maui, Hawaii to an artist mother and a surfer father, Reif spent his first two years as an American before moving half way across the world to Western Australia.
Growing up by the beach and spending days after school painting at his mum Jos' studio Reif developed a passion for art and surfing early on.
At age 15 he launched his mens board shorts label Ocean Zone which he still runs to this day. Reif has developed his own style of modern art combining bright colours and humour through his signature icons.
His artwork is heavily influenced by beach culture including some of his signature favourites beach umbrellas, thongs, seagulls, Greek vases and wine to name a few.
He draws inspiration from the styles of his favourite artists from MAMBO, Peter Webb, Jonas Wood, Jean-Michel Basquiat, and his mother Jos Myers who taught him how to paint from a young age.
Reif's work is best described as art to be enjoyed rather than analysed. Combining humour with clusters of detail they become conversational pieces.