At SF Brands, our journey is one grounded in tradition, craftsmanship, and a passion for creating shoes that truly fit. It all began in 1968, when Angelo Cammareri started his career as a bootmaker in Melbourne. With skill, dedication, and an eye for detail, Angelo went on to establish his own shoe company in 1982, laying the foundation for a family legacy in footwear.

In 1992, Angelo’s son John joined the business. Bringing a new vision to the company, John transitioned the business from local manufacturing to global sourcing in 2003, while keeping product development and design proudly based at
our Australian headquarters.

Our flagship brand, Surefit, was launched in 1984 and remains one of Australia’s leading children’s footwear brands. Built on a commitment to quality, fit, and support, Surefit has become a trusted name for parents and retailers alike.

Over the years, our strength in design and fit has naturally expanded into the ladies’ comfort market with the introduction of REVA—a brand focused on mature women’s comfort leisure footwear. Designed in Australia and crafted in both Asia and Europe, REVA continues our dedication to quality, comfort, and timeless style.

From our family to yours, we are proud to walk this path with you – one step at a time.