1993 The Roxy logo was born. The heart shaped crest, a feminine version of the very recognizable logo, was created to cover the soulful, spiritual vide that defines Roxy., In the same year Roxy introduced board shorts . The board shorts, inspired by the women's outrigger team and the women's surf team in Hawaii, This was the answer for active girl's who were buying men's shorts to achieve the same flexibility and fit that every athlete demands. 1994 marked a turning point for Roxy when swimwear was reintroduced. The beginning of the Roxy Boardrider's Team was created with the sponsorship of 1994 Surfing World Title Champion, Lisa Anderson. In 1995, accessories and eyewear products, were introduced, being more new categories to Roxy, an image of achievement and originality. Also, in 1995, the first annual Roxy Women's Pro Surfing Event took place on the north shore of Hawaii, on Sunset Beach.
In the spring of 1996, Roxy made its fashion week debut at the Girl's Rule Show in New York. Footwear and watches, two new categories, were added to the Roxy line. Roxy was nominated for The California Rising Star Award recognizing design innovation and excellence. A national advertising campaign was launched with fashion photographer Dewey Nicks and the Roxy Boardriders Team expanded. In early 1997 Roxy opened it's first freestanding store in Hawaii. Teenie Wahine, a children's line targeting girl's 7-14 years old, was introduced in Spring 1997. Roxy designers were honored with a nomination for The California Designer of the Year Award. 1998 marked a year of innovation with RoxyÃ?Â?Ã?Â?s first fragrance, "Hula Scent" and surf wax called "Sexy Wax" which has the same scent. Created by Roxy surfers, Hula Scent is combination of scents including offshore breezes coming from California citrus groves, tropical Hawaiian florals, the salty-sweet smell of the beach and the light woodsy smell of a piece of driftwood. Roxy accessories range boomed in 1999 with jewelry, bags, backpacks, travel accessories and a full line of footwear. Roxy room was created at the end of the year giving Roxy girls everything they need to live the Roxy life including bedding, lamps, posters, and other accessories for a girls room. The millennium marked a year of change and growth for Roxy with a new designer Dana Dartez, who introduced a new line of Beauty products that includes a wide range of products such as Sparkling Body Butter, Tropical Body Mist, Happy Hair detangler spray, Tropical Body Lotion, Fun Wash facial scrub, Soothing Body Gel, All Over Sparkle Gel and Lip Sparkle, Each product promotes serious skin care in the most fun and approachable way possible. Roxy has also created a new fragrance, "Roxy Love" scheduled to hit stores in time for Holiday 2000. which was launched in spring 2001 Roxy will continue to develop new products into the Roxy Beauty Supply including glitter and shimmer products, lip color and eventually cosmetics.
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