Designer and avid surfer Cynthia Rowley has joined women's surf label Roxy, sister label of Quiksilver to create Cynthia Rowley for Roxy.
The collaboration came about when Rowley, who most recently designed a collection of baby clothes for Babies "R" Us, met Randy Hild the Executive Vice Pres of Marketing at the surf label, which Cynthia says "it was like meeting my idol. We started talking and pretty much came up with ideas right there on the beach."
Guess they were inspired by their surroundings.
Hild says of the collaboration that Roxy's mission "has always been to have one foot in the surf world and another foot in the fashion world. It’s important for us to be relevant to what’s happening in New York fashion, and I have to say, it’s been nice to see that there are a great number of people in the fashion community who are getting involved in surfing.”
The 40 piece collection of sportswear has pretty much anything and everything a beach chic girl could need including t-shirts, dresses and shoes. And while the line isn't strictly for surfers the line does include fashionable wet suits and swimwear. And the pricing is actually reasonable ranging from $18-$89.
The line will launch at Barney's NY in the states and Colette in Paris in March as well as Roxy and Cynthia Rowley stores.
But will surfers actually flock to a higher end store like Barney's to snag her designs?
Barney's thinks so saying they "love the idea of taking a fashion designer’s aesthetic and applying it to what one needs for a fashionable surf lifestyle. Cynthia Rowley, herself a surfer, understands both the practical needs as well as the stylish ones.”
We think the line will actually be fairly successful especially in California and other coastal communities.
What do U think of the idea???
[Photo courtesy of Roxy.]