Reef - not sexist, honest

Beach Bum recently posted an intriguing piece of footage from the enlightened folk at Reef.

Watch it and marvel at the way in which Reef's ultra-PC marketing gurus continue to nurture the company's "cool and casual attitude of the beach with a commitment to nurturing the lifestyle that follows."

Swoon as you encounter "the elite class of Reef ambassadors that scour the globe in search of the best waves, surrounded by some of the most beautiful and remote places on the planet" (er, where is the surfing in this footage? Ed.).

Declare yourself in love with the "fantasy that only a small portion of the world ever gets to experience."

And thank the Lord for Reef, the company "all about finding that place, and savoring the feeling no matter where you may be."

Or: wonder whether the title of Vladimir Nabokov's Despair doesn't best sum up your feelings at such extraordinary sexploitation in surfing.