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. 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. Roxy is now a global lifestyle brand, offering products for every aspect of the active girl's life.