In the surf world of the 90s, women were largely invisible. They were out there, surfing passionately, yet no brand truly spoke to them. It was in this context that a revolution was born: ROXY, the first brand entirely dedicated to female surfers. This story begins with a bold intuition that would forever transform the surf industry and give rise to a lifestyle empire that continues to inspire millions of women around the world today.
Surfing before ROXY : an exclusively male world?
The 90s context
Contrary to popular belief, women were never absent from the line-up. As early as the 60s, pioneers like Rell Sunn in Hawaii or Phyllis O’Donnell in California were already pushing boundaries. However, the surf industry remained designed by and for men. Women’s wetsuits simply did not exist, forcing surfers to wear ill-fitting men’s models.
Women had to make do with classic swimwear and men’s boardshorts that offered no support during surf sessions. The same applied to hard goods: surfboards were designed according to male standards, with no consideration for female morphology. This situation created growing frustration among surfers who demanded equipment adapted to their specific needs.
Quiksilver’s intuition
Bob McKnight, then CEO of Quiksilver, observed this reality closely. He noticed that surfers’ girlfriends often accompanied their partners to surf spots but remained spectators due to a lack of suitable gear. This observation revealed enormous potential: millions of women wanted to surf but couldn’t find products designed for them.
Market analysis confirmed this hunch. Sales of Quiksilver products to women were steadily increasing, despite the unflattering fits. Retailers were feeding back specific demands: technical swimwear, women’s boardshorts, wetsuits cut for female bodies. The message was clear: a brand dedicated to women had to be created.
1990 : the birth of an icon
The bold launch of a swimwear line
The ROXY project started modestly in 1990 with a collection of revolutionary swimwear. Unlike traditional bikinis, these models integrated technologies from surfing: fabrics resistant to chlorine and saltwater, ergonomic cuts that followed movement, and reinforced support for sport. The innovation lay in applying this technical approach to women’s swimwear.
The challenge was significant: to create swimwear that was both functional and aesthetic. The development teams collaborated closely with female surfers to understand their needs. The result: pieces that stayed perfectly in place during duck dives and pop-ups, while maintaining a flattering silhouette. This approach marked a total break with the existing offer.
Immediate success and the creation of the women’s boardshort
The success exceeded all expectations. ROXY swimwear sold like hotcakes in Californian and Australian surf shops. Encouraged by this enthusiastic reception, the brand quickly expanded its range with a major innovation: the first boardshort specifically designed for women.
These women’s boardshorts revolutionised surfing. Gone were the days of men’s shorts gaping at the waist or compressing the hips. ROXY offered cuts studied for the female form, with adjusted waists and adapted lengths. Surfers finally discovered the comfort of equipment thought out for them, freeing their movements and allowing them to push their technical limits.
Creating a powerful identity
Decoding the heart logo : the fusion of love and mountains
The ROXY logo was not born by chance. This heart shape tells a deep story that goes beyond simple aesthetics. It is actually a reinterpretation of the Quiksilver mountain logo, mirrored and transformed to evoke a heart. This creation perfectly symbolises the brand’s DNA: passion for natural elements, love of adventure, and emotional connection with nature.
This logo conveys strong values: femininity embraced without compromising on performance, the union of power and sensitivity, the celebration of emotion in sport. It quickly became recognisable and united a community of women who identified with these values. More than just a symbol, it embodies a state of mind.
Why the name “ROXY”?
The choice of the name ROXY reflects a brilliant marketing strategy. Short, punchy, and memorable, it evokes both rock attitude and rebellious femininity. This name, popularised in 80s pop culture, resonated particularly with young women of the time. It suggests a strong, independent, and authentic personality.
But behind this marketing efficiency lies a deeply personal dimension. The daughters of the brand’s two founders, Bob McKnight and Alan Green, born before ROXY was created, both bear this name. This choice is therefore not only symbolic: it anchors the brand in a sincere family history, reinforcing its authenticity.
ROXY sounds like a surfer’s name: natural, accessible, and sunny. It avoids the traps of overly gendered marketing while clearly asserting its female target. This apparent simplicity hides real sophistication: the name works in all languages and integrates perfectly into the codes of international surfing.
How ROXY became a lifestyle brand
Lisa Andersen : founding figure and global icon
Lisa Andersen’s role in ROXY’s history is often simplified, yet it was truly foundational. Even before the official creation of the brand, Lisa Andersen was already part of the Quiksilver team. Her experience as a professional surfer was decisive: it was thanks to her concrete feedback that management fully realised how unsuited men’s surf products were for women.
A four-time world champion, Lisa Andersen naturally embodies the DNA that would give birth to ROXY: performance, determination, and authenticity, without compromising on female identity. She demonstrated that a woman could compete at the highest global level, rival athletically, and impose her style, while remaining true to herself.
Alongside Lisa Andersen, ROXY built itself as much as a brand as a cultural movement. She participated directly in the design of the first products, including the iconic first boardshort, designed for the female body. Her performances, videos, and attitude on the water inspired an entire generation of young women and gave ROXY immediate sporting credibility. More than an ambassador, Lisa Andersen became the face of modern, legitimate, and confident women’s surfing, reaching far beyond the surf community alone.
Conquering the mountains with ROXY Snow
Building on its success in surf, ROXY naturally extended its territory to winter sports. The creation of the ROXY Snow line followed the same founding logic: offering women technical, high-performance products specifically designed for their needs. Ski suits, snowboard jackets, technical base layers… a complete range quickly emerged.
This diversification relied on the expertise developed in surf, but also on the direct involvement of top-level athletes. Olympic champions like Stine Brun Kjeldaas, and later Torah Bright, played a key role in the development and credibility of the snow range. Their field feedback influenced cuts, materials, and technical choices, ensuring products truly adapted to female mountain practice.
Technologies for waterproofing, breathability, and freedom of movement, proven in the board sports world, were successfully transposed to mountain sports. Driven by these innovations and the sporting legitimacy of its ambassadors, ROXY Snow met with the same success as the surf line, confirming the relevance of a multi-sport approach designed by and for women.
From beach to city : a global vision of women’s fashion
ROXY no longer settles for just equipping athletes. The brand has developed a complete lifestyle vision that accompanies women in all their moments. Casual clothing, fashion accessories, bags… the ROXY universe has expanded to meet daily needs.
This expansion reflects the evolution of consumers. Women no longer compartmentalise their activities: they want to carry their sporting values into their daily lives. ROXY meets this expectation by offering versatile pieces that transition from beach to office, from mountain to city, without ever losing that touch of authenticity that defines its identity.
What is the brand’s legacy?
Intact values : freedom, boldness, and sisterhood
More than thirty years after its creation, ROXY remains faithful to its founding values. Freedom remains at the heart of its message: freedom to practice all sports, to express oneself without constraints, to choose one’s lifestyle. Boldness continues to inspire campaigns and products, encouraging women to step out of their comfort zone.
Sisterhood is expressed today through community initiatives. ROXY organises exclusively female events, supports projects led by women, and creates spaces for exchange between enthusiasts. This social dimension reinforces attachment to the brand and cultivates a unique sense of belonging.
Commitment to the environment and women’s empowerment
ROXY adapts its values to contemporary challenges. Protecting the ocean has become a priority through beach cleaning initiatives and the development of eco-responsible products. The brand integrates recycled materials into its collections and raises awareness within its community about environmental issues.
Women’s empowerment takes on a global dimension. ROXY supports educational projects in developing countries, funds surf initiation programmes for disadvantaged young girls, and campaigns against gender inequality in sport. These actions naturally extend the pioneering spirit that presided over its creation.
ROXY’s legacy goes far beyond the commercial framework. By paving the way for women in surfing, the brand inspired an entire industry. Today, no sports brand can ignore the female market. This cultural revolution continues to influence new generations of women who grow up with the certainty that they can practice any sport, without restriction or compromise.
FAQ – Your questions about ROXY’s history
When was ROXY created and by whom?
ROXY was created in 1990 by Quiksilver, driven by Bob McKnight who had identified an untapped female market in the surf world.
What was the first ROXY product?
The first products were a collection of technical swimwear specifically designed for surfing, quickly followed by women’s boardshorts.
Who was ROXY’s first iconic ambassador?
Lisa Andersen, an Australian professional surfer and four-time world champion, was the first major ambassador who gave the brand its prestige.
