Our Story

Our story began in the 1960s, when Angelo Cammareri began making shoes in Australia with a passion for quality craftsmanship, comfort, and foot health.

In 1984, the Surefit brand was officially established as Australian-made children’s fitting footwear, built on the belief that supportive, well-made shoes play an important role in healthy foot development and everyday comfort. Today, Surefit continues to remain fitting and quality focused, with all development and design still proudly controlled from Australia.

In 1993, John Cammareri joined the family business in Thomastown, Victoria, continuing the family’s commitment to quality footwear while helping guide the business into a new era. As the footwear industry evolved, the business transitioned in 2001 from Australian manufacturing to carefully sourced international production, allowing the company to expand its collections while maintaining its strong focus on comfort, support, and quality.

Over the years, the business has continued to grow, introducing additional comfort-focused brands including REVA and ACTIV, while building long-standing relationships with retailers, families, pharmacies, and podiatrists throughout Australia.

Today, SF Brands proudly supports every stage of life with footwear designed for comfort, function, durability, and style — carrying forward more than 60 years of family footwear knowledge and experience.

Making Every Step Stronger.

 Today SF Brands proudly represents

 a collection of comfort-focused

footwear brands

 Our Brands

The Synergy of

Health and Footwear

 At SF Brands, we understand that great footwear is more than style alone. It is about supporting healthy movement, improving comfort, and helping people feel confident with every step.
That philosophy continues to guide everything we do – from product development and fitting solutions to the relationships we build with retailers, podiatrists, pharmacies, and families throughout Australia.


For over 40 years, our commitment has remained the same:
Making Every Step Stronger.

 Making Every Step Stronger.

Company Values

& Culture

At SF Brands, our culture is built on passion, accountability, and a commitment to continuous improvement. These values guide the way we work, the products we create, and the relationships we build with our customers, suppliers, and team.

  • We strive to be better every day
  • We take accountability for everything we do
  • We question, we listen, we take risks, and we seek feedback
  • Our team is our priority — and our family
  • We are here to serve our customers
  • We always aim to do the right thing
  • We choose to approach every challenge with positivity
  • We value honesty, integrity, and transparency

 These principles have shaped SF Brands since 1984

and continue to drive us forward as we support Australians

 with comfort, quality, and confidence in every step.