From Heisei to Reiwa, the Timeless Appeal of ROXY

The surf brand ROXY with its iconic heart logo.

For those in my generation, ROXY brings to mind surf magazines like "Fine" and gyaru culture, while Gen Z will likely think of a brand favored by professional surfers.

Although the perception of ROXY may change across generations, the unchanging core image is that of an active lifestyle brand for women.

Since its birth in 1990, ROXY has continued to lead the women’s surf brand industry, but how did it all start?

In this article, we’ll explore ROXY's boom alongside gyaru culture in the '90s, its journey through the 2000s, and its current role in supporting pro-boarders with insights from ROXY’s Brand Marketing Manager, Tomohiko Hanamura.

A Surf Brand for Girls Born in the Heisei Era

By now, summer, the sea, and ROXY have become an inseparable trio, establishing ROXY as a staple surf brand for girls. The brand offers not only surf items but also apparel and snow wear. Let’s dive into how this brand started.

"Before ROXY, there was a men’s brand called Quiksilver. The inspiration for ROXY came when our CEO in the U.S. saw a girl surfer in Hawaii wearing men's board shorts over her bikini. At that time, there were no women's surf brands, so it probably seemed fresh and new."