Killer Cute

Whatever feminist achievement the Roxy Girl phenomenon represented was narrow at best. It was empowerment by way of Lolita, strained through a hundred marketing meetings, and topped with a plastic lei.

Lisa Andersen’s idea that women's surfing needed a "girly-girl" makeover was a champagne magnum smashing against the bow of Quiksilver’s new Roxy line, which then sailed off to become the flagship for the newest, richest, most sexed-up division of the surf industry. For two or three years, Roxy’s growth was merely steady. Then suddenly it exploded. Yearly revenue shot past $100 million in 1999 and...

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