Roxy

When Quiksilver decided to start a women's linein 1990, it was a gutsy move. The surf market has always been a fickle one. Andfemale surfers, despite their achievements in and out of the water, hadn'tdrummed up nearly the notoriety nor the community that guys had long enjoyed. Butgreat ideas always take some guts. And the company saw the untapped women'ssurf market as a huge opportunity. Turns out they were right. Like all thingsQuiksilver, Roxy was born in the water; initially a swimwear line, it debutedin late summer 1990 to immediate success. By the next year, a Roxy sportswearline was introduced, and that too prospered, with sales of over $1 million.1992 saw continued expansion of the brand with a new denim line and keysnowwear pieces. The fact that Roxy was a women's line offered by an authenticsurf brand made it intriguing for both retailers and girls alike. It was thefirst of its kind on the market, and soon after, the other surf brandsfollowed. By 1993, Roxy was on a serious roll. The ever-popular Roxy logo wasborn, a heart-shaped crest adapted from the recognizable Quiksilver logo. Thebrand's popularity was growing, as was its staff. And then one afternoon in Hawaii, as legend hasit, the Roxy crew was sitting on a beach watching the surf when they came upwith the idea of the women's board short. Offering fit and flexibility whilestill managing to be feminine, the women's boardshort was an innovation thatforever changed the women's surf market. It was also the perfect example ofwhat the Roxy brand had originally set out to be, in the words of Quiksilver's1990 Annual Report: "Fun, Bold, Athletic, Daring and Classy". The boardshortbecame a huge trend. Roxy, and women's surfing along with it, was suddenly thenext big thing. 1994 marks another major milestone for Roxy: Lisa Andersen,then the reigning ASP Female World Champion, became the first member of theRoxy team. Lisa went on to win three more world titles, and along with them,crossover mass-market fame. She is considered by many to be the mostinfluential surfer in the history of women's surfing, and her contributions tothe 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 andaccomplished pro team in women's surfing. Current team members include: MeganAbubo, Chelsea Georgeson, Veronica Kay, Kassia Meador, Kula Barbieto, 'tweensurfing phenom Carissa Moore, and reigning world champ Sofia Mulanovich. ARoxy-branded professional event was a natural progression from teamsponsorship, and thus the first annual Quiksilver/Roxy Women's Pro Surfingevent was born. It took place in winter 1995 on SunsetBeach, Oahu's North Shore.Ten years later, the Roxy Pro Hawaii remains one of the most prestigious andexciting ASP World Championship surf events of the year. The success of thisevent led to other Roxy competitions, including: the Roxy Pro Fiji, the RoxyPro Gold Coast (Australia), and the Roxy Jam UK, all ASP World ChampionshipTour events; the Roxy Pro Women's Surf Festival (Australia), one of the biggestWorld Qualifying Series events on the tour; and a series of amateur surfcontests for young surfers the world over. With such substantial eventsponsorship and an ever-expanding team, Roxy is proud to be the largestcorporate sponsor of women's surfing worldwide. As Roxy's popularity has grownso has its product line and its audience. Accessories and eyewear joined themix in 1995; footwear, watches, and Roxy Girl, a line for girls aged 7-16,emerged the following year. Roxy enjoyed its New York Fashion week debut at TheGirl's Rule Show in 1996, the same year the brand was nominated for The"California Rising Star Award" for design innovation and excellence.A snow line including outerwear and accessories was added in 1997, along withTeenie 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 forgirls everywhere, enjoying mass-market appeal without losing its core audience.The new millennium has brought an exciting and eclectic evolution of Roxy, witha full line of snowboards introduced in 2003, produced in partnership withindustry innovator Mervin Manufacturing; Luna Bay, a Roxy Girl Series, sevenyoung adult fiction novels also released in 2003; a new toddlers' line instores Spring of 2005; a soon-to-be-debuted fragrance line; and the imminentarrival of Roxy Ski, a line of skis and boots produced in partnership withRossignol's Dynastar brand. As Roxy's snow product line has expanded, so haveits sponsorship efforts. The Roxy Chicken Jams, a series of all-girls prosnowboarding events, debuted in 2004 in Innsbruck, Austria and Park City, Utah.Roxy's pro snow team is bigger and bigger too, with recent world-classadditions Torah Bright, Alexis Waite and Amber Stackhouse. And with someOlympic hopefuls in the mix, 2006 could be the year that Roxy brings home itsfirst medal. Roxy has long been in the media spotlight. After garneringeditorial merit from major publications like Lucky, Teen Vogue and In Style inaddition to most of the U.S.and international surf and snow publications, it was only a matter of timebefore Roxy hit prime time. "Surf Girls", a collaboration of Roxy andMTV Networks, debuted on MTV in 2003 featuring Roxy's team manager DanielleBeck as host and Roxy team rider Heidi Drazich as a cast member. The series wasa hit, and helped to further popularize women's surfing and Roxy's part in thesport. The series also gave Roxy two new team riders: Kula Barbieto and AimeeVogelgesang. Strong retail presence is key to a strong brand, and Roxy retailstores were the perfect opportunity to showcase the Roxy lifestyle. The firstfreestanding Roxy store was opened in Hawaiiin 1997, and another store followed in 2000 in Southern California's South Coast Plaza. The Roxy retailchain now features stores all over the world, offering a taste of the Roxy surflifestyle to girls everywhere. 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 ourproducts is that inimitable Roxy spirit. "Daring, confident, naturallybeautiful, fun, alive: Roxy".
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