The leading brand for active girl's, Roxy, was launched in 1991 with the introduction of swimwear. The success of the first season was reflected in a sales volume totaling $1.1 million. In 1992, the following year, Roxy moved into sportwear by introducing junior denim and snow wear into their expanding line.
In 1993, the Roxy logo was born. The heart shaped crest, a feminine version of the very recognizable Quiksilver logo, was created to encompass the soulful, spiritual vibe that defines Roxy. The most significant innovation for Roxy, to date, was the birth of its signature boardshort, introduced in the same year. The boardshort, inspired by the women's outrigger team and the women's surf team in Hawaii, was the answer for active girl's who were buying men's shorts to achieve the same flexibility and fit that every athlete demands.
1994 marked a turning point for Roxy when swimwear was reintroduced. The beginning of the Roxy Boardrider's Team was created with the sponsorship of 1994 Surfing World Title Champion, Lisa Anderson. In 1995, accessories and eyewear products, new categories to Roxy, were layered into the line enhancing an image of achievement and innovation. Also, in 1995, the first annual Quiksilver/Roxy Women's Pro Surfing Event took place on the north shore of Hawaii, on Sunset Beach. Roxy sponsors the final stop on the Association of Surfing Professionals World Champion Tour, which continues to be the most dynamic and exciting segment of the tour.
In the spring of 1996, Roxy made its fashion week debut at the Girl's Rule Show in New York. Footwear and watches, two new categories, were added to the Roxy line. Roxy was nominated for The California Rising Star Award recognizing design innovation and excellence. A national advertising campaign was launched with fashion photographer Dewey Nicks. The Roxy Boardriders Team expanded to include: Lisa Andersen, Megan Abubo, Lila Balmores, Tina Bessinger, Veronica Kay, Daize Shayne, Allison Lopez, Missy Gibson, Tanya Booth, Rachel Greff, and Cristiana Janssen.
In early 1997 Roxy opened it's first freestanding store in Hawaii. Teenie Wahine, a children's line targeting girl's 7-14 years old, was introduced in Spring 1997. Roxy designers were honored with a nomination for The California Designer of the Year Award.
1998 marked a year of innovation with Roxy’s first fragrance, "Hula Scent" and surf wax called "Sexy Wax" which has the same scent. Created by Roxy surfers, Hula Scent is combination of scents including offshore breezes coming from California citrus groves, tropical Hawaiian florals, the salty-sweet smell of the beach and the light woodsy smell of a piece of driftwood. Utilizing these four keynotes enabled "Hula Scent" to encompass all elements of beach life.
Roxy accessories division boomed in 1999 with jewelry, bags, backpacks, travel accessories and a full line of footwear. Roxy room was created at the end of the year giving Roxy girls everything they need to live the Roxy life including bedding, lamps, posters, and other accessories for a girls room.
The millennium marked a year of change and growth for Roxy with a new designer Dana Dartez, formerly at Sugar, a second free standing retail store in South Cost Plaza, and a new line of Beauty products. Beauty Supply which launched Spring 2001 includes a wide range of products such as Sparkling Body Butter, Tropical Body Mist, Happy Hair detangler spray, Tropical Body Lotion, Fun Wash facial scrub, Soothing Body Gel, All Over Sparkle Gel and Lip Sparkle. Each product promotes serious skin care in the most fun and approachable way possible. Roxy has also created a new fragrance, "Roxy Love" scheduled to hit stores in time for Holiday 2000. Roxy will continue to develop new products into the Roxy Beauty Supply line including glitter and shimmer products, lip color and eventually cosmetics.
Roxy continues to grow its line by practicing its proactive, progressive style of dressing active girls for all facets of life. Roxy sponsors surf camps on the east and west coasts, a stop on the Association of Surfing Professionals World Champion Tour in Hawaii, and two amateur surf contests in Southern California, the Wahine Classic and the Capitola Classic. Roxy remains active with store promotions and autograph signings by team riders.