Like all things Quiksilver, Roxy was born in the water. Roxy swimwear debuted in late summer 1990 to immediate plaudits. The brand introduced a sportswear line the following year which was extremely well received.
By 1993, Roxy was gaining serious momentum. The Roxy logo was born, a heart-shaped crest adapted from the iconic Quiksilver wave logo.
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 is now a global 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 the inimitable Roxy spirit.
Click here to see where Roxy ranks in the Surfd 30 of the Best Surf Brands.
Quiksilver created Roxy because they saw an untapped women’s surf market as a huge opportunity.
Important milestones in the history of Roxy
1994 marks another major milestone for Roxy: 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, and along with them, crossover mass-market fame. 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.
As Roxy’s popularity has grown so has its product line and its audience. Accessories and eyewear joined the mix in 1995; footwear, watches, and Roxy Girl, a line for girls aged 7-16, emerged the following year.
A snow line including outerwear and accessories 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.
The new millennium has brought an exciting and eclectic evolution of Roxy, 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.
Roxy mission, vision and values
What does the company believe in?
Our mission is to become the leading global youth apparel company; to maintain our core focus and roots while bringing our lifestyle message of boardriding, independence, creativity and innovation to this global community.