Roxy surfer girl on beaches

Posted: February 29, 2012 in Bikini
Tags: , ,

When Quick silver decided to start a women clothing and apparel 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, had not drummed up nearly as much the notoriety nor the community that male surfers had long enjoyed.

The new millennium has brought an exciting and eclectic evolution of Roxy, with a full line of snowboard 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 Dynastar brand.

Strong retail presence is key to a strong brand, and Roxy retail stores were the perfect opportunity to showcase the Roxy clothing and Roxy life styles. 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 clothing and Roxy surf life style to girls everywhere. Roxy is now a $400 million clothing and lifestyle brand, offering clothing and products for every aspect of the active girl’s life. From handbags to henleys, wetsuits to tide watches, the key ingredient of Roxy products is that inimitable Roxy spirit. Daring, confident, naturally beautiful, fun, alive: Roxy.

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