Roxy

When Quiksilver decided to start a women’s line in 1990, it was a gutsy move. The surf market has always been a fickle one. And female surfers, despite their achievements in and out of the water, hadn’t drummed up nearly the notoriety nor the community that guys had long enjoyed. But great ideas always take some guts. And the company saw the untapped women’s surf market as a huge opportunity.

Roxy was born in the water; initially a swimwear line, it debuted in late summer 1990 to immediate success. By the next year, a Roxy sportswear line was introduced, and that too prospered, with sales of over $1 million. The fact that Roxy was a women’s line offered by an authentic surf brand made it intriguing for both retailers and girls alike. It was the first of its kind on the market.

As Roxy’s popularity has grown so has its product line and its audience. Roxy is now a $400 million lifestyle brand, offering products for every aspect of the active girl’s life. From handbag to Henley, wetsuit to tide watch, the key ingredient of their products is that inimitable Roxy spirit. “Daring, confident, naturally beautiful, fun, alive: Roxy”.