When the women and men who wore Quiksilver and Roxy in their teens and 20s grow up, what do they wear? Former Quiksilver president Bernard Mariette, who’s been chief executive officer of Canadian activewear brand Lolë since leaving the surf giant in 2008, is betting that he knows.
“I know these ladies, I’ve followed them my whole career. The Roxy girl who was 15 to 25 years old 25 years ago is our customer now. They’re not teenagers anymore; fashion is not as important to them as style,” said Mariette.