Roxy has been, and remains focused on the Roxy brand surf heritage which inspires every season we design. Everything we do or consider doing first goes through our brand filter. We are not necessarily focused on trends, only what is trend right for our brand. Our attention has been focused on developing innovative fabrics with a special emphasis on finish and hand feel. When it comes to Roxy you want a product that has a great hand feel to it with a lived in, loved in feeling.
What is Roxy doing differently with women's apparel this season?
We redeveloped our denim assortment and the collection is inspired by surf. The idea was to design denim that already felt like your favorite pair of jeans with beautiful washes and a soft hand.
What are some key design influences or inspirations this season?
Everything that we design has it's core at the beach and this season was no exception. Our surf gypsy influences us to design products like our broken in plaid shirts, chunky intarsia knit sweaters, sherpa lined work boots with knee highs, ethnic printed maxi dresses, and washed down canvas backpacks.
What successful trends/ styles from past seasons have carried over into this season?
Our fleece assortment has been very strong and has been updated for Fall 2011.Our focus once again has been on fabric innovation. Among the strongest within this category are the Heritage fleece and Loopy French Terry.