When Quiksilver 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.
Like all things Quiksilver, Roxy was born in the water; initially a swimwear line, it debuted in late summer 1990 to immediate 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. Roxy enjoyed its New York Fashion week debut at The Girl’s Rule Show in 1996. 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 brand for girls everywhere, enjoying mass-market appeal without losing its core audience.