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La Jolla Quiksilver making board sports a fashion statement

The trendy new shop is a cutting-edge concept in apparel for active boys and women.

“We are one big happy family, same company, different lines,” said La Jolla store manager Vanessa Ybarra. “Roxy is the girls, Quiksilver is the guys.”

A global company in existence since 1969, Quiksilver has stores throughout the United States, Canada and Mexico in North America, and in countries like France in Europe.

Though clothing lines in the store are geared toward youth, the line has broad appeal to anyone involved in an active boarding lifestyle, whether surfing, snowboarding or skateboarding. “It’s about all those that encompass that lifestyle,” said Ybarra. “There’s no age limitation. A lot of people can relate to it.”

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Being right on the beach made choosing downtown La Jolla a no-brainer for Quiksilver/Roxy. Ybarra said the company has been overwhelmed by the early response of locals and visitors to the Jewel, and is anxious to become a player in the community. “We put a lot of heart, soul and energy into this location,” she said.

Ybarra added the public’s response to her store’s opening in La Jolla has far exceeded expectations.

“It’s just been a wonderful experience,” she said. “Everyone who has come in just loves the store and has been excited about it, whether they live here locally or are from somewhere else. It’s really been a phenomenal feeling coming into this space. Other businesses we’re going to work alongside have welcomed us to the community.”

The store is divided into two sections. The front of the store, Quiksilver, is devoted to boys, ages 12 months up through the teen years. In one section, people can build their own skateboards, for those who want to mix and match boards, wheels and accessories. There are plenty of board shorts available, mostly in the $38 to $46 price range. The complement of skateboards available includes Sector 9 longboards. Also being sold in the boy’s front section are rash guards for wetsuits, surfer hats with broad brims and plenty of Quicksilver T-shirts and backpacks. The layered look is in. There’s also an extensive line of beach sandals for sale.

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Trendy T-shirts cost about $22. Boards for skaters run about $55. Surfboards costing $395 are also on hand. Roxy carries foam boards.

The rear of the store, featuring a boutiqey look with bright colors, houses the Roxy line. Said Ybarra: “Each side definitely has its own personality. The younger, front side facing Victoria’s Secret represents the skate lifestyle, the surf lifestyle. In the rear is Roxy, which has been around since 1990 and definitely supports women who enjoy board sports as much as guys do.”

A recent trip to Quiksilver/Roxy revealed a packed store with lots of individual shoppers as well as youth coming in along with their parents.

La Jolla’s Roxy store is part of a new global concept for marketing to women that the company is rolling out. It’s all about empowerment for teens and young women. “It’s a very natural looking store,” said Ybarra about Roxy, “lots of wood. It’s beautiful looking, but also fun. It does have pink and bright colors. It’s very lively. It’s a design that’s really about being alive, being natural, true to what you are, daring, confident. Those (qualities) are part of the essence of Roxy.”

Don’t expect the boarding lifestyle to go out of style. Ybarra thinks it’s here to stay. “I don’t think it’s a fad,” she said. “It’s about being true to who you are. That’s something that’s always going to be around.”

Right now Quiksilver/Roxy’s merchandise is geared toward summer. But soon the back to school look will prevail, with lines geared more toward snowboarders and winter sports. “We will carry snow gear to go up in the mountains,” said Ybarra, “lots of sweaters and sleeves. It will be a big change in the fall.”

Ybarra noted Europe right now is leading the way in fashion trends sporting youthful lifestyle. “You can see the influence even in board sport clothing,” she said.

Ybarra added the company buys its clothes both domestically and overseas.

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Quiksilver/Roxy looks forward to building its symbiotic relationship with La Jolla. Said Ybarra: “The big thing as a company is we always want to be able to give back. La Jolla has given us a wonderful chance to be able to do that. We want to be a part of the neighborhood.”

The store is open Monday through Thursday, 9 a.m. to 8:30 p.m. On Friday and Saturday, it stays open an hour later until 9:30 p.m. Sunday hours are 10 a.m. to 7 p.m.

For more information about Quiksilver/Roxy call (858) 459-1267.