Realizing there was a largely untapped women's surf market in the 1990s, Quiksilver developed Roxy, a line completely dedicated to the needs of women. Roxy was the first brand of its kind, and is credited with being the first to create the women's board short, which quickly became a staple of female surfers everywhere. Roxy's lines are created under the mantra of "daring, confident, naturally beautiful, fun, alive", giving its customers an exciting variety of top-notch products.