Roxy girls

Why the name “ROXY”?

The choice of the name ROXY reflects a brilliant marketing strategy. Short, punchy, and memorable, it evokes both a rock-and-roll attitude and a rebellious femininity. Popularized in 1980s pop culture, the name resonated strongly with young women of that era, suggesting a personality that was strong, independent, and authentic.

Yet, beneath this marketing effectiveness lies a deeply personal dimension. The daughters of the brand’s two founders, Bob McKnight and Alain Green—both born before ROXY was created—share this name. The choice is therefore more than just symbolic; it anchors the brand in a genuine family history, reinforcing its authenticity.

ROXY sounds like a surfer’s name: natural, approachable, and radiant. It avoids the pitfalls of heavy-handed gender-based marketing while clearly signaling its female target audience. This apparent simplicity masks true sophistication: the name works across languages ​​and fits seamlessly into the culture of international surfing.