When Quiksilver decided to start a women's line, 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. 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. By 1993, Roxy was on a serious roll. The ever-popular Roxy logo was born, a heart-shaped crest adapted from the recognisable Quiksilver logo. And then one afternoon in Hawaii, as legend has it, the Roxy crew was sitting on a beach watching the surf when they came up with the idea of the women's board short. Offering fit and flexibility while still managing to be feminine, the women's boardshort was an innovation that forever changed the women's surf market.

It was also the perfect example of what the Roxy brand had originally set out to be: "Fun, Bold, Athletic, Daring and Classy". Roxy, and women's surfing along with it, was suddenly the next big thing. The Roxy retail chain now features stores all over the world, offering a taste of the Roxy surf lifestyle to girls everywhere. Roxy is a multi-million rand lifestyle brand, offering products for every aspect of the active girl's life. From handbag to hat, wetsuit to tide watch, the key ingredient of our products is that inimitable Roxy spirit. "Daring, confident, naturally beautiful, fun, alive: Roxy”.