What happened to Reef brand?

So, I've been noticing a bit of a decline in the buzz surrounding Reef brand lately. Can you tell me, what exactly happened to Reef? Did they encounter some sort of setback or challenge that affected their popularity? Or is it just a natural shift in market trends that's causing their name to fade from the spotlight? I'm genuinely curious to know what's been going on behind the scenes with this once-promising brand.