Like all things Quiksilver, Roxy was born in the water; initially a swimwear line, it debuted in late summer 1990 to immediate success. By the next year, a Roxy sportswear line 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 key snowwear pieces. 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.
By 1993, Roxy was on a serious roll. The ever-popular Roxy logo was born, a heart-shaped crest adapted from the recognizable Quiksilver logo. The brand’s popularity was growing, as was its staff. And then 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 fit and flexibility while still managing to be feminine, the women’s boardshort was an innovation that forever changed the women’s surf market. It was also the perfect example of what the Roxy brand had originally set out to be, in the words of Quiksilver’s 1990 Annual Report: “Fun, Bold, Athletic, Daring and Classy”. The boardshort became a huge trend. Roxy, and women’s surfing along with it, was suddenly the next big thing.
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.