The tide has turned at Quiksilver.

For the first time since the beach brand was born on the Australian coastline, the label will launch a women’s line. The year-round range will target the 18-24 women’s market and will move away from the traditional beachwear that has made Quiksilver famous.

The new line is feminine and pretty whilst retaining a classic tomboy feel. And not a swimsuit is to be seen. New Quiksilver for women is for surfer girls that have outgrown the Roxy beach-chic look and are after something a bit more casual street rather surfside cool.

Summer Rapp, Vice President of Design for the women’s line is backing the range all the way.
“This project is really exciting, and will ultimately be a huge success, because we will combine the Quiksilver brand’s incredible clout with the freedom of being a new business and a new player in the martketplace,” she said.

The collection will be made up of romantic bib-front shift dresses and knit tops, shrunken flannel button-ups, pinstriped vests, and denim, denim, denim. Quiksilver jeans will come in at least five fits and seven different washes.

“We really wanted denim to be the grounding point for the collection, and everything else kind of falls into place around it.”

The label has come a long way since starting out in the surf town of Torquay, Victoria back in 1969. Board shorts were the backbone of the business for many years, but the new venture will open up a whole new section of the market. There is even talk of an accompanying handbag line.

Quiksilver hopes to target “edgy, independent young women who’s creative approach to fashion appears effortless”. The line, referred to simply as “Quiksilver,” will be sold worldwide in Quiksilver stores, department stores and selected surf shops soon.

To get a sneak peek of the collection check out Quiksilver's website and tell us what you think of the collection...

Image courtesy of Quiksilver

by Stacey Vanoska