Roxi is a global women’s action-sports and lifestyle brand best known for surfwear, swimwear, snowboarding apparel, activewear, footwear, accessories and other products built around an outdoor, ocean-oriented lifestyle. The brand was created by Quiksilver in 1990 as one of the first major action-sports brands designed specifically for women and girls.

Today, Roxi is owned by Authentic Brands Group (Authentic), which acquired the broader Boardriders portfolio—including Roxi—in 2023 3. Authentic describes Roxi as the first and only exclusively female global action-sports brand.

Roxi’s story begins with Quiksilver, the surf company founded in Australia in 1969. Quiksilver had established itself around boardshorts, surfing and the broader boardriding lifestyle. By the end of the 1980s, however, women’s participation in surfing was growing while the market lacked a major women’s surf brand.

Quiksilver therefore saw an opportunity to create a women’s line that would have the same credibility in surfing that its men’s brand possessed. Roxi was born from that idea in 1990, initially as a swimwear line. The company says the first collection debuted in late summer 1990 and was an immediate success. A sportswear line followed in 1991, with denim and snowwear added in 1992.

This was significant because women’s surfwear at the time was not simply a smaller version of men’s surfwear. Female surfers needed clothing designed around their bodies while still allowing the freedom of movement required by surfing.

One of Roxi’s most important early products was its women’s boardshort. According to Roxi’s history, the idea came from observing women’s outrigger and surf teams in Hawaii. Female surfers sometimes wore men’s boardshorts because they offered the mobility needed for surfing. Roxi developed a version specifically designed for women, combining athletic functionality with a feminine fit.

The product became much more than a piece of sportswear. It helped establish a new category: women’s surfwear that could be genuinely athletic without abandoning fashion. That philosophy became central to Roxi’s identity.

The famous heart-shaped Roxi logo appeared in 1993. It was created by taking the recognizable Quiksilver mountain-and-wave symbol and essentially mirroring two copies of it to form a heart.

This was clever branding because it immediately connected Roxi with Quiksilver while giving the new women’s brand its own visual identity. The result became one of the most recognizable logos in women’s action sports.

What the logo communicates

The logo combines several ideas:

• Heart: femininity and emotion
• Wave: surfing and the ocean
• Mountain: snowboarding, skiing and outdoor adventure
• Quiksilver connection: authenticity in board sports

In other words, the logo visually summarizes the brand’s eventual “mountain and wave” identity.

A major turning point came in 1994, when Roxi signed professional surfer Lisa Andersen. Andersen was already an elite surfer and subsequently won three more world titles after joining the Roxi team. Roxi’s own history credits her with helping transform both the brand and the visibility of women’s surfing.

This was important strategically. Roxi was not positioning itself simply as a fashion company that happened to sell beach clothes; it wanted credibility among serious female athletes. The formula became professional athletes, technical products, fashion and lifestyle. That combination became a defining feature of Roxi.

Roxi rapidly expanded beyond swimwear. During the 1990s, its categories grew to include swimwear, boardshorts, surf apparel, T-shirts, jackets, denim, snowboard apparel, snow accessories, footwear, eyewear, watches, bags, backpacks, jewellery, travel accessories, children’s clothing and lifestyle products.

The company also developed products connected with snowboarding and skiing, demonstrating that Roxi’s identity was not limited to the beach 1. By the late 1990s, Roxi had evolved from a women’s surfwear experiment into a broad lifestyle brand.

Surfing remained Roxi’s foundation, but snowboarding and skiing became an increasingly important part of the brand. This made sense because surfing and snowboarding share a similar cultural identity spanning board sport, outdoor adventure, youth culture, technical clothing and lifestyle fashion.

Roxi consequently developed snow apparel and accessories and later expanded into snowboards, skis and boots 2. The brand therefore came to represent two environments particularly strongly:

The Wave

Surfing, beaches, swimming, ocean sports and summer.

The Mountain

Snowboarding, skiing, winter sports and mountain adventure.

That duality remains central to Roxi’s identity.

Roxi’s influence went beyond professional sports. During the 1990s and early 2000s, the brand became strongly associated with young women’s beach and surf culture. This was particularly visible in Japan, where Roxi became associated with the broader gyaru and surf-inspired youth culture of the era. Contemporary Japanese fashion coverage continues to identify Roxi with 1990s and 2000s youth culture and magazines such as Fine.

This is an important part of Roxi’s cultural history. For many consumers, Roxi was not necessarily about competing in a surf contest. Wearing Roxi communicated an aesthetic of sun, beach, youth, femininity, freedom and adventure. That helped transform the brand from sports equipment and apparel into a recognizable lifestyle label.

Roxi also expanded downward into younger demographics. The company introduced Roxi Girl, targeting girls roughly in the 7–16 age range, as well as other children’s ranges. This allowed the brand to create a broader “Roxi lifestyle” extending from children to teenagers and young women.

This was strategically useful because Roxi was not just selling individual products; it was building a recognizable identity that consumers could grow up with.

Athletes have always been central to Roxi’s marketing. Historically, the brand’s surf team included major names such as Lisa Andersen, Megan Abubo, Chelsea Georgeson, Carissa Moore, Sofia Mulanovich and Kassia Meador.

Roxi’s modern athlete roster has expanded across surfing, snowboarding and skiing. Recent prominent athletes include Caroline Marks, Chloe Kim, Tess Ledeux and Sara Shimizu. This gives Roxi credibility across multiple action sports rather than relying solely on fashion advertising.

One of Roxi’s most prominent current surfing athletes is Caroline Marks. At the 2024 Summer Olympics in Paris, Marks won the women’s surfing gold medal for the United States at Teahupo’o, defeating Tatiana Weston-Webb in the final. Her success illustrates Roxi’s continuing connection to elite women’s surfing.

Roxi also has a major presence in snowboarding through Chloe Kim. Kim won women’s snowboard halfpipe gold at the 2018 and 2022 Winter Olympics and has become one of the most recognizable athletes in snowboarding. She also won the women’s snowboard superpipe event at the 2025 X Games, bringing her X Games gold-medal total to eight. Thus, Roxi’s athlete strategy now covers both sides of its mountain-and-wave identity.

Roxi’s branding revolves around several recurring ideas:

Adventure

The brand encourages outdoor exploration and active lifestyles.

Confidence

Roxi presents athletic women as capable, independent and self-confident.

Freedom

Surfing and snowboarding are portrayed as forms of personal freedom and self-expression.

Femininity

Unlike traditional action-sports brands that historically focused on men, Roxi built femininity into its product design and visual identity.

Performance

The brand still emphasizes technically functional products rather than treating surf and snow merely as fashion themes.

Authentic currently describes the Roxi woman as bold, adventurous, carefree, confident, independent, sporty and stylish.

“Roxi girl” is less about a specific age or appearance than a brand archetype. The traditional Roxi girl is imagined as someone who likes the ocean or mountains, enjoys being active, has a strong sense of individuality, mixes athletic clothing with fashion, values adventure, is confident but not overly serious, enjoys travel and outdoor experiences, and uses sport as a form of self-expression.

Importantly, the modern brand has broadened this concept beyond a stereotypical surfer. A Roxi customer can be a professional surfer, snowboarder, skier, yoga practitioner, traveller or simply someone attracted to the brand’s beach and outdoor aesthetic.

Roxi’s product portfolio today is considerably broader than its original swimwear business.

Apparel

• T-shirts
• Tops
• Hoodies
• Dresses
• Pants
• Shorts
• Jackets
• Activewear
• Outerwear

Surf

• Swimsuits
• Bikinis
• Rash guards
• Boardshorts
• Wetsuits
• Surf accessories

Snow

• Snowboard jackets
• Snow pants
• Base layers
• Gloves
• Accessories
• Snow equipment

Fitness

• Training clothing
• Yoga apparel
• Activewear

Footwear

• Sandals
• Sneakers
• Boots
• Other women’s footwear

Accessories

• Bags
• Backpacks
• Hats
• Sunglasses
• Watches
• Travel accessories

The exact product mix varies by market and licensing partner.

One of Roxi’s most interesting characteristics is that its commercial identity has evolved through several stages:

• 1990s: Women’s surfwear
• Late 1990s–2000s: Surf, snow and youth fashion
• 2010s: Lifestyle, fitness and fashion
• 2020s: Broader women’s active lifestyle

The underlying concept remains remarkably consistent even as the products change: active women living an adventurous life.

Roxi’s corporate history is closely intertwined with Quiksilver. Quiksilver’s original business developed from surfwear, particularly boardshorts. Roxi was subsequently developed as its women’s action-sports brand 2.

The parent company later became Boardriders, which owned a portfolio including Quiksilver, Roxi and DC Shoes. In 2023, Authentic Brands Group acquired Boardriders and its associated intellectual property 3. As of 2026, Authentic identifies Roxi as one of its brands and explicitly describes itself as the owner of Roxi.

One important distinction is that ownership and manufacturing are not necessarily the same thing. Authentic’s modern business model involves licensing and operating partnerships, so different product categories and geographical markets can be handled by different partners.

Roxi is currently being developed as a broader lifestyle brand rather than only a traditional surfwear label. For example, in April 2026, Authentic announced that Roxi was expanding into fragrance and personal care through a partnership with Broken Top Brands. The initial products included body mists, lip balms, body butters, body scrubs and candles.

This is significant because it shows how Roxi’s brand equity is being extended from things you wear to a lifestyle and sensory identity. The products are still connected to the brand’s ocean and adventure imagery rather than representing a completely unrelated beauty brand.

A useful way to understand Roxi is to compare it with several neighbouring categories:

That combination is what made Roxi distinctive. It did not merely put women’s sizes on a men’s surf brand; it created a female-specific action-sports identity.

Roxi’s significance goes beyond its commercial success. When it launched, mainstream action sports were heavily male-oriented. Women’s participation existed, but the commercial infrastructure around women was much smaller.

Roxi helped normalize the idea that women could be serious athletes, fashionable, feminine and adventurous at the same time. The brand’s sponsorship of professional women athletes and competitions helped increase the visibility of women’s surfing. Roxi’s own history describes its event sponsorship as becoming a major part of its role in women’s surfing.

This is why Roxi is often considered an important brand in the development of modern women’s action-sports culture.

Roxi’s visual language traditionally combines ocean, summer, surf culture, mountains, snowboarding, tropical imagery, athletic clothing and feminine details. Its aesthetic has changed considerably over the decades, but the underlying visual tension is consistent: sporty but feminine, technical but fashionable, adventurous but carefree. That balance is essentially Roxi’s design DNA.

The relationship can be summarized simply: Quiksilver represents the original men’s surf and boardriding heritage, while Roxi represents the women’s action-sports and lifestyle expression. Both brands share the same historical roots and the wave and mountain symbolism, but Roxi was specifically created to address women and girls. The heart logo itself is essentially a feminized reinterpretation of Quiksilver’s original logo.

Roxi belongs to the same broad surfwear ecosystem as brands such as Billabong and Rip Curl, but historically it has had a particularly strong focus on women. Its differentiation can be summarized as follows:

• Roxi: women’s surf and action sports plus fashion
• Billabong: broader surf culture, historically strong in youth and lifestyle
• Rip Curl: surf performance plus surf lifestyle, with strong technical credibility

Roxi’s especially strong association with women helped give it a distinctive position within the surfwear market.

Roxi’s current corporate messaging also emphasizes environmental and social responsibility. Its official corporate information highlights three broad principles: protect our playgrounds, respect our people and reduce our impact. The concept is straightforward: the ocean and mountains that inspire the brand are also environments that need to be protected.

This is increasingly important for an outdoor brand because its identity depends directly on healthy natural environments.

As of 2026, Roxi remains a global women’s action-sports and lifestyle brand under Authentic Brands Group. Its current identity combines its original surf heritage with surfing, snowboarding, skiing, fitness, yoga, activewear, fashion, accessories, beauty and personal care, and lifestyle products.

Authentic continues to position Roxi around women who “make waves and move mountains”, while maintaining professional athlete partnerships across surfing and snow sports.

Roxi is a global women’s action-sports and lifestyle brand founded by Quiksilver in 1990. Initially launched as a women’s swimwear line, it expanded into surfwear, sportswear, snowboarding and skiing apparel, footwear, accessories and other lifestyle products. Roxi became particularly influential in women’s surfing through its sponsorship of professional athletes and events, and is recognized for its heart-shaped logo derived from the Quiksilver symbol. The brand later developed a broader identity around surfing, snow sports, fitness, fashion and outdoor adventure. Following Authentic Brands Group’s acquisition of Boardriders in 2023, Roxi became part of Authentic’s global brand portfolio 3. In 2026, the brand continues to operate internationally and is expanding into additional lifestyle categories including fragrance and personal care.

1. SEC
2. Quiksilver
3. Rudy Milian, CRRP’s Post