Sandals for alcoholics!

Do The Dram Thing

By Joshua Hunter

Posted 08.28.2006
In a move sure to make the Department Of Homeland Security cringe and groms everywhere puke, Reef has introduced the Dram—a sandal with a flask capable of holding up to three ounces of liquor, err, liquid encapsulated in the heel.

The Dram—a common term for measuring one ounce of liquid—is the latest addition to Reef’s “thirst-quenching technology” line. Following the success of the Fanning sandal, which conceals a bottle opener in the heel, the Dram ups the ante on drunken-delinquent footwear. Features include a hidden plastic canteen in the heel with a screw cap that can be opened by using a key that is included, a miniature funnel to insure a clean pour, and a measuring bar on the footbed that shows how much booze is left in your shoe. The sandal also features a martini-shaker tread pattern.

“We really like to have fun with our leading face products,” says VP Of Product Creation Brett Ritter. “It keeps us from getting too serious with the fact that we are designing footwear. That light-hearted approach has lead us to some heavy hitters on the sales side of things.”

Ritter says that the Dram functions as well as any other sandal, and that its synthetic-nubuck upper and compression-molded EVA footbed with anatomical arch support offer a great fit. “The first point to design is in the look,” says Ritter. “Then it has to fit and be super comfortable, as well as deliver the creative, novelty aspect for our customers.”

The Dram will be spiking drinks at ASR in September and will hit retail on March 1, 2007 with an MSRP of 45 dollars.