Brand Introduction
ROXY is a leading women’s surf, snow, and lifestyle brand that combines athletic performance with effortless style. Known for empowering women, ROXY embodies freedom and boldness.
Brand Story
Born out of the waves, ROXY began in 1990 as the sister brand to Quiksilver, a pioneer in surfwear. The vision was clear: to create a brand dedicated to women who shared a love for the ocean, adventure, and individuality. ROXY started with a humble collection of swimwear designed specifically for active women, a revolutionary idea in the male-dominated surf industry.
With its iconic heart-shaped logo, ROXY quickly grew from a swimwear brand to a global lifestyle powerhouse. It wasn’t just about clothing; it was about building a community of like-minded women inspired by the ocean’s limitless energy. From sponsoring world-class athletes to hosting events like the ROXY Pro surf competitions, the brand’s mission has always been to inspire and empower women to live their passion, whether on a board or beyond.
Growth Journey: ROXY’s growth has been nothing short of remarkable. Starting as a niche swimwear line, it soon expanded into other categories:
- 1990: Launched first swimwear collection; immediate success.
- 1992: Introduced women’s boardshorts, a groundbreaking product that cemented its place in surf culture.
- Mid-1990s: Expanded into apparel, accessories, and snow gear.
- 1999: Became the first women’s brand to sponsor a world-class surf competition, the ROXY Pro.
- 2000s: Collaborated with top athletes and artists, further solidifying its position as a lifestyle icon.
- Today: ROXY operates in over 90 countries, with a loyal customer base that spans generations.
Why is ROXY Popular?
- Authenticity: Rooted in surf culture, ROXY’s connection to the ocean resonates with adventurous spirits.
- Versatility: Balances style and functionality, appealing to both athletes and everyday fashion enthusiasts.
- Empowerment: Champions female athletes and creatives, inspiring confidence and individuality.
- Quality: High-performance materials ensure durability and comfort, whether surfing waves or exploring snowy peaks.
- Community Engagement: Through events and campaigns, ROXY fosters a sense of belonging and shared purpose.
Key Features
| Category | Details |
|---|---|
| Product Range | Swimwear, activewear, snow gear, casual apparel, footwear, and accessories |
| Design Style | Vibrant, beach-inspired prints; mix of sporty and chic aesthetics |
| Materials | Sustainable fabrics, water-resistant tech, and eco-conscious innovations |
| Target Audience | Active women aged 15-40 who value style, performance, and adventure |
| Price Range | Mid-tier to premium, ensuring quality and accessibility |
Fact-Based Information
- Parent Company: Owned by Boardriders Inc., also managing Quiksilver and Billabong.
- Global Reach: Available in 90+ countries and thousands of retail stores.
- Sustainability Initiatives: ROXY actively incorporates recycled materials into its collections and supports ocean preservation projects.
- Notable Athletes: Collaborates with top athletes like Stephanie Gilmore and Torah Bright.
Inspiration Thinking
ROXY’s inspiration stems from the natural world—the power of waves, the serenity of the ocean, and the thrill of snow-covered peaks. The brand continually innovates to reflect the dynamic lifestyles of its customers. Whether designing a wetsuit for elite surfers or a cozy hoodie for city dwellers, ROXY stays true to its roots while embracing modern trends.
This philosophy encourages customers to break boundaries, embrace their passions, and find beauty in movement. ROXY isn’t just a brand; it’s a lifestyle that celebrates bold, adventurous women who dare to make waves in everything they do.
