When Quiksilver Inc. 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. Turns out they were right.
Roxy was born in the water; initially a swimwear line which then expanded to include sportswear, denim, shoes, accessories and snow wear. 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, and soon after, the other surf brands followed. Roxy also invented the women's board short. Offering fit and flexibility while still managing to be feminine, the women's boardshort was an innovation that forever changed the women's surf market.
Today Roxy is one of the top female action-sports lifestyle brands, offering products for every aspect of the active girl's life. From handbag to Henley, wetsuit to tide watch, the key ingredient of our products is that inimitable Roxy spirit. "Daring, confident, naturally beautiful, fun, alive: Roxy".
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