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.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)