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. But great ideas always take some guts. And the company saw the untapped women's surf 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 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.
Billabong Design, USA
There’s truly so many things to love about this business. I’m grateful for the people I get to interact with (past and present) and for the places it’s taken me. I have so much love and respect for this brand, its heritage, the legends that carved the path before us and its commitment to surf culture. As a creative, it was important for me to be a steward for a brand that had deep roots, a passion for storytelling, a clear identity and also the confidence to be progressive, fearless and have fun along the way!
Element Design, France
I am very passionate about my job and this is much more than a job to me, it's a lifetime of work. Everything from this culture is connected and influences and pushes forward. It's not possible for me to sit still, there is too much good stuff to work on. Everything is possible if you imagine it, it's just a question of finding a way to realize what you have imagined.
Roxy Product, France
I started working for Boardriders right after college and over the years, the company has offered me many opportunities to work in different positions, traveling the world and meeting inspiring people. I am still so inspired to work for this incredible brand, with true values and heritage. We all work hard and we play hard, from summer barbecues in the garden to amazing parties for all employees. It is all about people - working among individuals that are talented and really passionate about what they are doing. Things are always changing, and our focus is to stay true to who we really are.