Roxy, the $770 million junior brand from board sport behemoth Quiksilver, is getting physical with a new activewear line called Roxy Athletix launching for the summer.
With the first shipment hitting stores on May 25, Roxy Athletix aims to appeal to a sporty, but style-conscious college student with flashes of fluorescent tints, low-riding shorts and color-blocked prints. Joining Gap and Michael Stars, the Huntington Beach, Calif.-based company is the latest player pushing fashion in a competitive athletic market dominated by giants such as Nike, Adidas and Puma.
The concept for Roxy Athletix was hatched 18 months ago when its marketing team surveyed more than 900 women between the ages of 12 and 24 to learn which new category the customers wanted to see Roxy enter.
“The response to that question — and their voting for fitnesswear — was above and beyond,” said Kenna Florie, vice president of marketing at Roxy. “It was a revelation. The girls clearly want it.”
Bright, playful colors also ranked high on the wish lists of customers. Holly Dorrell, senior designer of Roxy Athletix, referred to the same palette used by her counterparts designing sportswear, bikinis and snowboarding jackets. In addition to lime green, fluorescent pink, coral and canary yellow, Dorrell splashed sporty stripes, oversize prints of flowers mixed with geometric shapes and contrasting blocks of color all over the 26 styles, ranging from tanks with cutout backs and built-in bras to Capris and running shorts whose waistbands could be rolled up or down.
To ensure a better fit, most of the fabrics are cut from a polyester-Lycra blend, with some offering added benefits such as ultraviolet sun protection and bonded seams to minimize skin abrasion.
“The goal was for us to have our girls feel comfortable in everything [and] make her feel like she wants to work out,” Dorrell said.
Wholesaling from $9 to $38, Roxy Athletix’s debut collection focuses on base layers, with more than half comprising bras and tops. The company will offer four collections each year, making two deliveries a season. Roxy declined to forecast first-year sales projections for the activewear, which will be sold at its freestanding stores and through wholesale accounts, including Sport Chalet, Ron Jon Surf Shop, Huntington Surf & Sport and Jack’s Surfboards.
To promote the subbrand, Roxy will launch a marketing campaign featuring some of its sponsored female athletes — surfer Kassia Meador, skier Sarah Burke and snowboarders Torah Bright and Lisa Sheldon — in August issues of Teen Vogue, Seventeen and Lucky. Photographed by Chris Craymer, the ads depict the four stretching in the sunlight and sprinting on the sand at Laguna Beach, Calif.
“We are about athletes, but we are also about being outside and having fun with your girlfriends,” Florie said.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast