Roxy empowering women
It was a gutsy move for Quiksilver to start a women’s line in 1990. The male surf market dominated (Not anymore!) 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.
Roxy saw the untapped women’s surf market as a huge opportunity. Turns out they were right.
Roxy was initially born in the water; as a swimwear line. It debuted in late summer 1990 to immediate success. By the next year, a Roxy sportswear line was to follow, and that too prospered, with sales of over $1 million. 1992 saw continued expansion of the brand with a snowsports representation.
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By 1993, Roxy was becoming a name everyone knew. The ever-popular Roxy logo was born, a heart-shaped crest adapted from the recognizable Quiksilver logo.
One afternoon in Hawaii, as legend has it, the Roxy crew was sitting on a beach watching the surf when they came up with the idea of the women’s board short. Offering quik dry fit and flexibility while still managing to be feminine, the women’s boardshort was an innovation that forever changed the women’s surf market.
Roxy brand had reach its goal to be “Fun, Bold, Athletic, Daring and Classy”, according to the Quiksilver’s 1990 Annual Report. The boardshort became a huge trend. Roxy, and women’s surfing along with it, was suddenly the next big thing.
In1994 Lisa Andersen, then the reigning ASP Female World Champion, became the first member of the Roxy team. Lisa went on to win three more world titles. She is considered by many to be the most influential surfer in the history of women’s surfing, and her contributions to the Roxy brand and the team continue to play a key role in Roxy’s success. Under her guidance, the Boardrider’s Team has grown into the most respected and accomplished pro team in women’s surfing. Current team members include: Megan Abubo, Chelsea Georgeson, Veronica Kay, Kassia Meador, Kula Barbieto, ‘tween surfing phenom Carissa Moore, and reigning world champ Sofia Mulanovich.
In 1995 on Sunset Beach, Oahu’s North Shore. Ten years later, the Roxy Pro Hawaii remains one of the most prestigious and exciting ASP World Championship surf events of the year.
The Roxy Pro Fiji, the Roxy Pro Gold Coast (Australia), and the Roxy Jam UK, all ASP World Championship Tour events; the Roxy Pro Women’s Surf Festival (Australia), one of the biggest World Qualifying Series events on the tour; and a series of amateur surf contests for young surfers the world over followed.With such substantial event sponsorship and an ever-expanding team, Roxy is proud to be the largest corporate sponsor of women’s surfing worldwide.
Roxy has grown with the addition of accessories, eyewear, footwear, watches, and Roxy Little Girls offering, for girls ages 7-16. Roxy enjoyed its New York Fashion week debut at The Girl’s Rule Show in 1996, the same year the brand was nominated for The “California Rising Star Award” for design innovation and excellence. Snow gear was added in 1997, along with Teenie Wahine, Roxy’s children’s line. 1999 was big, with jewelry, bags, backpacks, travel accessories, skate gear, and Roxy Room, a line of bedding, lamps, and posters. By the end of the ’90’s, Roxy had become the brand for girls everywhere, enjoying mass-market appeal without losing its core audience.
Roxy evolved with a full line of snowboards introduced in 2003, produced in partnership with industry innovator Mervin Manufacturing; Luna Bay, a Roxy Girl Series, seven young adult fiction novels also released in 2003; a new toddlers’ line in stores Spring of 2005; a soon-to-be-debuted fragrance line; and the imminent arrival of Roxy Ski, a line of skis and boots produced in partnership with Rossignol’s Dynastar brand. Teaming up with one of the best innovators of snowsports wear gave ROXY SNOW the edge they needed to create top quality snowsports gear.
The Roxy Chicken Jams (https://snowboarding.transworld.net/photos/roxy-chicken-jam-2/), a series of all-girls pro snowboarding events, debuted in 2004 in Innsbruck, Austria and Park City, Utah. Roxy’s pro snow team has grown too, with recent world-class additions Torah Bright, Alexis Waite and Amber Stackhouse.
Roxy has long been in the media spotlight. After garnering editorial merit from major publications like Lucky, Teen Vogue and In Style in addition to most of the U.S. and international surf and snow publications, it was only a matter of time before Roxy hit prime time. “Surf Girls”, a collaboration of Roxy and MTV Networks, debuted on MTV in 2003 featuring Roxy’s team manager Danielle Beck as host and Roxy team rider Heidi Drazich as a cast member. The series was a hit, and helped to further popularize women’s surfing and Roxy’s part in the sport. The series also gave Roxy two new team riders: Kula Barbieto and Aimee Vogelgesang.
Strong retail presence is key to a strong brand, and Roxy retail stores were the perfect opportunity to showcase the Roxy lifestyle. The first freestanding Roxy store was opened in Hawaii in 1997, and another store followed in 2000 in Southern California’s South Coast Plaza. The Roxy retail chain now features stores all over the world, offering a taste of the Roxy surf lifestyle to girls everywhere.
Roxy has become a global lifestyle brand, offering products for every aspect of the active girl’s & young women’s life. The key ingredient of our products is that inimitable Roxy spirit. “Daring, confident, naturally beautiful, fun, alive: Roxy”.
The above history of Quiksilver Roxy is reworked from their website