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.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews