EDITOR’S NOTE: ROXY is expanding its reach and has created Athletix – a new fitness wear line built for the active lifestyle. A concoction of instant style and high-performance sport, the line has enough attitude for a rugged trail run and the cool down at a café that follows. Senior Roxy Athletix Lead Designer Holly Dorrell sat down with contributing writer Agatha Wasilewska to weigh in on the new line.
What is your background in design and athletics?
I have a Bachelor of Science in Apparel Design, and believe it or not I initially wanted to design red carpet gowns but I was living in Oregon and the Northwest is the leader in the active apparel business. Before graduation I began working at Jantzen Swimwear as a Design Assistant for Tommy Hilfiger. I was still planning on getting into the glam biz but once I began working on Nike Swim I fell hard for technical apparel. The fit, function, fabrications, and construction techniques create such an intense story for each piece.
I began working at Adidas as a Project Designer for women’s apparel. After years of loving my work at Adidas, it was time for a change of pace. I have always wanted to live in Southern California and have always wanted to design for Roxy. Timing always seems to have its way… and this was no different. I am now proud to say I design ROXY Athletix and I love it!
Where did the idea come from to start an athletic line for women?
The Roxy style squad was asked what they would want to see from Roxy and it was determined an athletic line was their number one choice. It makes perfect sense. Being an active company engrossed in surf and snow, why not supply our athletes and consumer with training gear?
I love the poppy colors and prints in the line for spring/ summer 2010. What was the inspiration behind the Atheltix line?
One of my main requirements each season is that I must love, love, love the color and prints! It has to be eye-catching, bright, fun, inspiring and motivating.
It also needs to be different from what is currently in the market.
Which piece are you the most stoked about?
That’s a tough question. There are so many pieces arriving in the upcoming 2010 season that are beautiful yet fully technical and functioning.
How involved were the ROXY pro team in the development of the line? Do they rock it?
They do rock it! I get great feedback from our athletes and I love having them wear the pieces. I truly value the feedback I get from Torah Bright and Sarah Burke, they have see and worn the line from day one.
There are so many well thought out elements to some of the pieces like the sports bra/ tank piece. Did theses ideas come from your frustrations with women’s athletic gear?
Absolutely! I am my own worst critic, if a question arises I will wear test a piece myself-that way I can improve a piece and know exactly what it needs.
Can you tell me bit more about the intention behind the line itself and who you are looking to target?
We have never wanted to single out a sport; I have intentionally designed the line to be multi-functional. My goal is for a woman to want to put on her favorite Roxy sports bra, Roxy layer tank, and Roxy bottom right when she wakes up. I want her to live comfortable in ROXY Athletix twenty-four hours any day of the week. Whether she is off to class, running errands, stopping off at her yoga class or going on an evening run. The product is so versatile and easy to wear. I question daily whether my designs look great, feel great, perform great. If they don’t I am not doing my job right.
Now that you have a full season under your belt, what are you looking to create next?
I am so excited to keep building the line in response to what our Roxy girl is wanting. We have begun to incorporate accessories: a gym bag, a reflective headband and socks.
I would like to continue to expand accessories. I feel that this woman’s active lifestyle is her priority and my goal is to make getting to they gym or going on that morning run easy and more enjoyable for her.
Which pieces are the most popular? Why?
Flipping Out Bra – This is a great skinny strap bra that is reversible, and it also has wicking properties. Pop color solid on one side and a great print on the reverse. A great two in one and super fun!
Home Run Tank – Popular for layering. The wicking, sheer back and great fit makes it irresistible. I have one in every color. It is a basic that can brighten up any fitness wardrobe.
Long Jump – A great long sleeve layer and easy to use over any piece. The logos all have reflective details for safety. The bright color blocking is super eye catching. The fabric is also wicking and UV protective so the wearer is protected from the harsh UV rays.
Hot Competition – This is our fitted boy short, and it’s so popular with the young women who want to stay comfortable when working out. Because of the bonded hem this piece stays in place whether she is running or doing cartwheels. The fabric is wicking, antimicrobial and UV protective. The waistband can also be folded over for additional fit options.
Pace Setter – this is my favorite! Wicking, antimicrobial, reflective trims, fold-over waistband, bonded hems, media pocket, adjustable waistband, good price, and bonding…need I say more?
Athletix Race – A classic, fitted capri. Great fit, wicking, sweat proof media pocket, and pop color/print options update any fitness wardrobe.
Which piece is you favorite to work out in?
My favorite piece is the Pace Setter Short. Although, I have never had a “go to” short in my closet, this has now become one. I designed this short for the women who hate wearing shorts at the gym…which at one time was me.
Editor’s Choice: New York-based contributing writer Agatha Wasilewska had a chance to check out the new Roxy Athletix Line. Here’s what she had to say.
As an athlete, I demand performance and comfort from my clothes that I train in and I live in a major urban area where the lines of training and living are constantly intertwined. Time is money and my daily workouts and/or yoga sessions are high on my list of priorities, not only for my sanity but in the off season-its my cross-training for snowboarding. The combination of urban life and training commitments makes me extremely particular about my work out gear. Roxy rider, and 2 time X-Games gold medalist, 2010 Olympic Contender, Torah Bright agrees, “I’m always in training – for the X-Games, for the Olympics, for fun. I work hard and I play hard too. My gear needs to keep up so I kick it in Roxy Athletix. Stylish and technical? I’m all for that.” Damn straight.Over the summer, I was invited to preview the new Atheltix line from ROXY, and off the bat I was skeptical. The athletic world does not have the greatest track record in making clothes that real women can wear and workout hard in. I was in for a surprise and a pleasant one at that. Not only did I love the look, feel, and functionally of the Athletix line, it looked super cute, but not girly cute. The line had standard elements that made smart sense- sweat proof media pockets, reflective details, thumbholes and stay-down zippers, and integrated ventilation.I picked up a multitude of pieces, and started to put them to the test both in the gym and out in the world, running, biking, spinning, lifting, and yoga. After each session, I stood amazed what the clothes could handle, and even though I was sweating in rivers, the clothes were light and dry. The Athletix line has become my staple, its all I want to wear. My favorite pieces are the Athletix Rules Capri pant and the Run Roxy Run pull-over – I could can run 4 miles, lift, and then hit a yoga class, and not look like a tool heading home on the subway. The line is cut for the real woman, long tunic-like tops, supported yet cute bras, and long sleeves and large perfectly shaped hoods on jackets and pullovers that are loose and comfy so that you feel like you could snuggle up and bundle down. In short, I was in workout heaven.
