Quiksilver announced the launch of its new denim lines, Quik Jeans and Roxy Jeans. Designed by Quiksilver and Roxy designers, the same fabrications will be sold under both labels. In doing this, the company is tying in exposure with double the marketing.
The company has been making jeans for some time under the QSD label. “We already have pants; this is just a logical extension,” says Tom Holbrook, Quiksilver executive vice-president of sales. The two new lines will include eight different pairs under the Quiksilver label and six under Roxy.
The jeans come in washes ranging from dark-rinsed to antiquated denim. Features include Velcro flies, gel printing, updated badging, and magnetic closures on the pockets.
“People are excited about the campaign and the styles–it’s really exciting,” says Holbrook. The advertising campaign will include images of Quiksilver and Roxy surfers, such as Kelly Slater.