Roxy Rides the Wave
Roxy is expanding beyond its traditional beachside fare of board shorts, bohemian tunics and handkerchief dresses and getting serious about denim.

The junior surf line, owned by Huntington Beach, Calif.-based Quiksilver, is enhancing its limited denim offering to include a dozen styles in six washes for next spring.

"We really haven't gone after the business," said Dana Dartez, Roxy's vice president of design. "What we've had was successful, but it's super-important for Roxy to be a bigger part of this."

Already a key driver in the contemporary sales channel, better-priced denim for juniors is emerging as a growing business among active-inspired lines such as Volcom, Hurley and Matix. Roxy has carried some denim, but its focus over the past two years has been tweaking its line to appeal to an older consumer. Roxy accounts for 33 percent of Quiksilver's business and was a primary driver in the company's rise in women's sales last year, which increased 32 percent to $295.6 million.

"They haven't been a big player in the past and they've been missing it," said Carol Nielsen, women's buyer for Becker Surf, a Torrance, Calif.-based chain of five stores.

To demonstrate its commitment to the category, Roxy hired Lisa Arenstein from Abercrombie & Fitch as its denim designer.

The collection offers three fits: a Sunset Beach flare, a Cloudbreak boot-cut and a San-O relaxed fit. Along with stretch and non-stretch jeans, Roxy denim includes Bermuda shorts, cuffed jeans, Daisy Duke shorts, cut-off minis and jackets. Roxy's distinguishing details are shaped yokes, screenprints, angled pockets and twisted belt loops.

Jeans with heavy yarn embroidery, patched pants with twisted seams, trousers with back flap pockets and a jacket with patchwork quilting on the back are highlights of the line.

When it came to the fits, Roxy chose names that honor the company's heritage. Sunset Beach is home to its professional surf contest in Hawaii; Cloudbreak is named for the Cloudbreak reef in Fiji, the site of another Roxy surf competition, and San Onofre is a California beach and the setting for company retreats and surf camps. Each hangtag will be tied to those iconic locations.

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