NYC Preview Parties Highlight Quiksilver Brands’ Holiday Looks

agathawasilewska

• July 14 2009
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Words and photos by Agatha Wasilewska

Summer is in full swing here in New York City, and snowboarding is not in the forefront of most minds. But this month two events simultaneously brought back the winter stoke and made me yearn for colder months - just to try out the new winter gear and rock out the inspiring new holiday looks for the 2009-2010 season.

The preview - featuring gear from Quiksilver, Roxy, Lib Tech, and Gnu and complete with hot toddies and irish hot chocolate - was held in the Quiksilver/Roxy Snowroom in Times Square. The imaginative layout of the preview was complete with fake snow and amazing photography from the upcoming ad campaigns and catalogs, interspersed with the newest outerwear and hard wear to be had for winter.

The Roxy outerwear line is imaginative, stylish and functional for the upcoming season, boasting a bit for every girl. The Premium line merged a combination of street fashion, function, impeccable cuts and subtle colors.

The hard wear from all companies features new tech and expressive graphics, with Roxy bringing three new boards to the table all sporting banana traction. The Envi BTX is made with green materials, using earth friendly sustainable processes.

In addition, there was the opportunity to get an up close look at the newest Roxy venture Athletix- the surfer/snow girl’s answer to work out gear. The line is stylish and uber functional. The catalog and supporting marketing imagery uses the entire Roxy team, and the line is currently in stores.

Roxy kept the parties rolling with a girl friendly, DIY extravaganza at the Hudson Hotel rooftop to show off the Roxy Holiday Look Book, with fashion and sports ladies from all media outlets in NYC present. The party was the debut of Roxy’s other new venture - party dresses. The dresses add a punch to an already fashion forward collection that walks the line between city and mountain life. Many pieces can be mixed and matched, and dressed up for a night out, or dressed down for an après ski stop after shred.

In addition to the fashion, the rooftop was filled with small DIY bracelets, headbands, and handmade flowers, all made from old Roxy tees- a creative effort to show girls how to re-use and recycle in these tough economic times. The flowers created were pinned onto all the garments, turning them into inventive accessories. The genius behind these inventions is Erica Domesek, founder and maker extraordinaire of WWW.PSIMADETHIS.COM, who was on hand to give demonstrations on how to make fashion accessories from common things we all have lying around the house.

Stefanie Takei, the ROXY Public Relations Assistant, summed up the event and line perfectly: “I am so thrilled with this collection because it is the first time Roxy has ever made party dresses and what better way then to preview them by having a rooftop tea party. We themed it out by reusing signature Roxy fabric and creating fabricated flowers, cupcakes, and pillowcases. Roxy style rules the beach and now our girls can rock our style from day to night!