About Roxy Bedding
When Quiksilver decided to start a women�s 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, 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 and surf clothing market as a huge opportunity. Turns out they were right.
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 and clothing line was introduced, and that too prospered, with
sales of over $1 million. 1992 saw continued expansion of the brand with a new
denim clothing 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.
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. Under her guidance, the
Boardrider�s Team has grown into the most respected and accomplished pro team in
women�s surfing. Current team members include: Megan Abubo, Chelsea Georgeson,
Veronica Kay, Kassia Meador, Kula Barbieto, �tween surfing phenom Carissa Moore,
and reigning world champ Sofia Mulanovich.
A Roxy-branded professional event was a natural progression from team
sponsorship, and thus the first annual Quiksilver/Roxy Women�s Pro Surfing event
was born. It took place in winter 1995 on Sunset Beach, Oahu�s North Shore. Ten
years later, the Roxy Pro Hawaii remains one of the most prestigious and
exciting ASP World Championship surf events of the year.
The success of this event led to other Roxy competitions, including: the Roxy
Pro Fiji, the Roxy Pro Gold Coast (Australia), and the Roxy Jam UK, all ASP
World Championship Tour events; the Roxy Pro Women�s Surf Festival (Australia),
one of the biggest World Qualifying Series events on the tour; and a series of
amateur surf contests for young surfers the world over. With such substantial
event sponsorship and an ever-expanding team, Roxy is proud to be the largest
corporate sponsor of women�s surfing worldwide.
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. Roxy enjoyed its
New York Fashion week debut at The Girl�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 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. By the end of the �90�s, Roxy had become the
clothing, action sports apparel, and accessories brand for girls everywhere,
enjoying mass-market appeal without losing its core audience.
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.
As Roxy�s snow product line has expanded, so have its sponsorship efforts. The
Roxy Chicken Jams, a series of all-girls pro snowboarding events, debuted in
2004 in Innsbruck, Austria and Park City, Utah. Roxy�s pro snow team is bigger
and bigger too, with recent world-class additions Torah Bright, Alexis Waite and
Amber Stackhouse. And with some Olympic hopefuls in the mix, 2006 could be the
year that Roxy brings home its first medal.
Roxy has long been in the media spotlight. After garnering editorial merit from
major publications like Lucky, Teen Vogue and In Style in addition to most of
the U.S. and international surf and snow publications, it was only a matter of
time before Roxy hit prime time. �Surf Girls�, a collaboration of Roxy and MTV
Networks, debuted on MTV in 2003 featuring Roxy�s team manager Danielle Beck as
host and Roxy team rider Heidi Drazich as a cast member. The series was a hit,
and helped to further popularize women�s surfing and Roxy�s part in the sport.
The series also gave Roxy two new team riders: Kula Barbieto and Aimee
Vogelgesang.
Strong retail presence is key to a strong brand, and Roxy retail stores were the
perfect opportunity to showcase the Roxy clothing and 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 clothing and
Roxy surf lifestyle 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 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".
Quiksilver designs, produces and distributes clothing, accessories and related
products for young-minded people and develops brands that represent a casual
lifestyle-driven from a boardriding heritage. Quiksilver's authenticity is
evident in its innovative products, events and retail environments across the
globe. Quiksilver's products are sold throughout the world, primarily in surf
shops, skate shops and other specialty stores that provide authentic retail
experience for our customers.
