Roxy

ROXY: In 1990, Quiksilver decided to launch a women's line, which was a bold decision at the time. Female surfers, despite their successes both in and out of the water, haven't had nearly the recognition, notoriety, or community that boys have had for a long time. The company Quiksilver saw this opportunity and seized it, in their favour.

Like Quiksilver, Roxy was born in the water and they started producing a line of swimwear in the late summer of 1990 which was an instant success. They could take credit for this success because they were the first on the market. In 1992, in addition to the surf line, they also had a jeans, sports and snow sports line.

Another milestone in Roxy's history was the invention of women's board shorts. The Roxy crew came up with the idea of developing women's board shorts that offer a good fit and flexibility but still allow girls to be feminine. This was an innovation that changed the market forever and women's board shorts became a huge thing.

Another crowning achievement was in 1994; then reigning ASP World Champion Lisa Andersen became the first member of the Roxy team. Along with Roxy, she won three more world titles and as such she also plays a key role in Roxy's success. Even today, Roxy can count some of the world's best female surfers on their team.

Image: Lisa Anderson four-time world champion (1994-97). Inducted into the Surfers Hall of Fame in 2002.

As brand awareness grew, so did the product line and the number of consumers and demand. Accessories and glasses were added in 1995, as well as shoes, watches and a girls' line. In 1996 they celebrated their debut at the New York Fashion Week. The product range of the Roxy brand has been expanding, but without losing the core audience.

Today, Roxy is a global sports and lifestyle brand offering products exclusively for girls for every aspect of life.