O’Keefe’s Reef is a family owned and run apparel company. Founded by Jim & Kathy O’Keefe, in 1991 on Marco Island, Florida. Jim and Kathy have been involved in the sporting goods business for three decades. Both are certified divers, worldwide anglers, surfers, hunters and passionate protectors of the environment.

“We have surrounded ourselves with some of the things that are important to us... FISH!" We have tried to offer the widest selection of embroidered and printed FISH apparel in the world! We know and love FISH, FISHING and the OUTDOORS.

The O’Keefes spend part of the year in Northwest Michigan and part of the year in Southwest Florida, the Caribbean and Central America.

This website has been created to share the O’Keefes' passion for FISH.

All products are of the highest possible quality, built for style and comfort. We fully understand how outdoor men and women use and abuse clothing. We have custom built our goods to last!

Visit us at our store in our new location!

In the heart of the Manistee National Forest & the Big Manistee River
M-55 Between Manistee & Wellston
15595 Caberfae Hwy
Wellston, MI  49689

See you “On or Under the Water”!

The O'Keefes

Jim and Kathy, Amber, Rachel and Brennan