Roxy: From Snow Club to X Games, How the Brand Blends Fashion With Function

Recognized around the world for its specialty in women’s surf, snow and sport, Roxy embodies a spirit of adventure, freedom and athleticism through designs that empower an active lifestyle. Since 1990, it has earned a reputation for blending fashion with function, making it the go-to brand for women and girls who live for the thrill of the outdoors.

IT BEGAN WITH A BOARDSHORT

Roxy created a solution for active girls seeking a short that provided the same flexibility demanded by every athlete. Inspired by the Hawaiian woman’s outrigger and surf teams, the signature boardshort was born, offering better fit and improved mobility. It allowed female surfers to perform at their best without sacrificing style. The success of this piece paved the way for Roxy to dominate the female surfwear market, eventually expanding into snow, fitness and lifestyle fashion.

MAKE WAVES. MOVE MOUNTAINS.

ROXY’S STAR ATHLETES

CAROLINE MARKS TAKES HOM THE GOLD AT SUMMER GAMES 2024

Current surfing world champion and Roxy athlete Caroline Marks won the gold medal for the U.S. at the Summer Games after conquering the famously perilous waves of Teahupo’o—more than 9,000 miles away from the host city of Paris. In the gold medal round, Marks defeated Brazilian surfer Tatiana Weston-Webb with a score of 10.50 to 10.33. With the win, Marks became the second American to snag the top award in surfing’s history.

CHLOE KIM EARNS GOLD AT 2025 X GAMES

Taking home gold in the women’s snowboarding superpipe event at the 2025 X Games in Aspen was Roxy ambassador Chloe Kim, who tied Shaun White for the most gold medals at 8 in the games’ history. In total, she has earned 10, medaling in every appearance since her debut at age 14. Kim also earned the gold medal in the halfpipe event during both the 2018 and 2022 Winter Games.

TESS LEDEUX WINS GOLD AND BRONZE MEDALS AT 2025 X GAMES

Another X Games standout this year was Tess Ledeux, who became the most decorated female skier of all time following both bronze and gold medal wins. The victories put her total medal count at an impressive 12. During the 2022 Winter Games, Ledeux, who represented her home country of France, memorably earned a silver medal in the women’s big air event.

SARA SHIMIZU TAKES HOME BRONZE AT 2025 X GAMES

Making her debut at the X Games, 15-year-old Sara Shimizu stunned the crowds upon earning the bronze medal in the superpipe event. The Japanese snowboarder previously took home the silver medal at the Youth Olympic Winter Games in 2024.

ROXY AROUND THE WORLD

Roxy Snow Club Tour

To celebrate the launch of its new line with championship snowboarder Chloe Kim, Roxy transformed New York City hotspot Little Sister Lounge into an exclusive ski chalet-themed experience. At the event, guests—including influencers, tastemakers, stylists and press—enjoyed winter-inspired beverages and snacks as well as received a specially curated Roxy gift bag to take home.

Roxy then arrived in Paris, France, for the first stop on the European tour of its Snow Club series. Hosted at the Hôtel Plaza Athénée, the event was anchored by an ice skating rink, where content creators including Emily Airton and Lucie Rose Donlan laced up their skates and took a spin. Attendees also got the chance to try on some of the latest items in the brand’s winter collection as well as attend an intimate dinner at the hotel.

Taking the Snow Club to Munich, Germany, Roxy set up a real-life snow globe on the rooftop of the Mandarin Oriental. As part of the activations, guests were able to take an ice-carving lesson while sipping on custom-made cocktails. The brand also hosted an intimate dinner under the stars.

Roxy continued the tour with a stop in Vienna, kicking off the event with friendly yet competitive curling matches on the ice. After the spirited games, guests had the opportunity to reset with an invigorating cold plunge and unwind in soothing sauna sessions. The evening concluded with a delicious meal at Badeschiff Wien, where they shared stories and celebrated a day of connection and adventure in the heart of Austria’s winter wonderland.

Roxy girls then made their way to Utah’s Park City for a three-day immersive winter experience set against the backdrop of picturesque mountain town. The group embraced a variety of outdoor adventures, following snowshoeing trails, racing on snowmobiles and gliding down exhilarating snow tubing slopes. To unwind from chilly temperatures, Roxy girls enjoyed hearty meals and warm drinks in cozy yurts, providing an ideal escape from the cold.

For the last stop on its Snow Club tour, Roxy jetted off to Montreal, Canada, where participants braved the wintry weather to engage in various snow-themed activities and celebrate the season in style. From snowboarding sessions and fitness exercises to community gatherings and exploration, each part of the program allowed guests to embrace the snowy landscape while fostering a sense of adventure.

Roxy Girls Sip and Paint in Sydney, Australia

At the M2 Gallery in Sydney, Australia, Roxy invited 30 guests to an exclusive sip-and-paint event for the launch of its “Summer Somewhere” Roxy x Atlas collection. The gallery is currently showcasing contemporary artist Adrianne Dimitrakakis’ “Into the Pacific” exhibition, which features a collection of artworks including the six pieces from the brand’s new collaboration.

Roxy Argentina Hosts “Mas Aloha, Por Favor”

Thirty Roxy girls came together at Playa Luna Roja in Chapadmalal, Argentina, for an unforgettable morning filled with connection, compassion and positive energy. The event included yoga and meditation by the ocean, plus the opportunity to craft symbolic necklaces and cleanse them in the sea as part of an intentional ritual. Attendees also collaborated with a local artist and listened to inspiring words about marine consciousness and tarot insights. The brand rounded out the day with nutritious food and meaningful conversations for a celebration of friendship, nature and mindful living.

Roxy Japan Turns to Model Miyu Ikeda for Snow Collection

For its 2024-2025 snow collection, Roxy Japan teamed up with Japanese model and influencer Miyu Ikeda to bring style and performance to the slopes.

The exclusive capsule offers a range of fashionable yet functional snow wear designed for women. Featuring sleek silhouettes, superior insulation for warmth and garments with built-in rechargeable heaters, the collection ensures maximum comfort in even the coldest conditions.

The collection was unveiled in collaboration with Snow Angel Magazine, highlighting its blend of innovation and trend-forward design.

HEAR FROM THE ROXY GIRLS

WHO IS A ROXY GIRL?

She embodies a bold, adventurous and carefree spirit. She thrives on living an active lifestyle, whether through surfing waves, carving snow, exploring nature or simply expressing herself through fashion. She is confident and independent, sporty and stylish, inspiring others with her positivity, determination and authenticity.

Hear from some Roxy girls themselves on what it means to be part of this empowering group.