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To see our content at its best we recommend upgrading if you wish to continue using IE or using another browser such as Firefox, Safari or Google Chrome. It's my idea of a sightseeing dream come true: to stroll into some of the most stunning homes in one of the world's most beautiful cities and catch a glimpse of how the locals live. The Open Gardens scheme is currently overseen by Tonko Grever, curator at the Museum van Loon, a horticultural historian and a keen gardener. With such substantial event sponsorship and an ever-expanding team, Roxy is proud to be the largest corporate sponsor of women's surfing worldwide.As Roxy's popularity has grown so has its product line and its audience.
Grever invites, encourages and persuades some 30 properties to take part in the event each year, which include private homes, offices and museums. And female surfers, despite their achievements in and out of the water, hadn't drummed up nearly the notoriety nor the community that guys had long enjoyed.But great ideas always take some guts. Accessories and eyewear joined the mix in 1995; footwear, watches, and Roxy Girl, a line for girls aged 7-16, emerged the following year.
The €15 (A?13) fee paid by visitors to access all gardens over the three-day event goes toward a different horticultural project each year. Roxy enjoyed its New York Fashion week debut at The Girl's Rule Show in 1996, the same year the brand was nominated for The "California Rising Star Award" for design innovation and excellence. The proceeds of this year's weekend (which is themed "Colour in the Canal Gardens") will go towards the renovation of the rosarium in the city's popular Vondelpark. A snow line including outerwear and accessories was added in 1997, along with Teenie Wahine, Roxy's children's line.
By the next year, a Roxy sportswear line was introduced, and that too prospered, with sales of over $1 million.

1999 was big, with jewelry, bags, backpacks, travel accessories, skate gear, and Roxy Room, a line of bedding, lamps, and posters. These include the Geelvinck Hinlopen Huis, Willet-Holthuysen museum, Hermitage Amsterdam and Museum van Loon. The fact that Roxy was a women's line offered by an authentic surf brand made it intriguing for both retailers and girls alike. The Roxy Chicken Jams, a series of all-girls pro snowboarding events, debuted in 2004 in Innsbruck, Austria and Park City, Utah. The formality of the design was due to the gardens being primarily viewed from the first floor, as the ground floor was historically home to the kitchen and staff quarters. It was the first of its kind on the market, and soon after, the other surf brands followed.By 1993, Roxy was on a serious roll. Roxy's pro snow team is bigger and bigger too, with recent world-class additions Torah Bright, Alexis Waite and Amber Stackhouse. The ever-popular Roxy logo was born, a heart-shaped crest adapted from the recognizable Quiksilver logo.
And with some Olympic hopefuls in the mix, 2006 could be the year that Roxy brings home its first medal.Roxy has long been in the media spotlight.
After garnering editorial merit from major publications like Lucky, Teen Vogue and In Style in addition to most of the U.S.
The owners take great pleasure in sharing their homes and appear to trust their guests implicitly. And then one afternoon in Hawaii, as legend has it, the Roxy crew was sitting on a beach watching the surf when they came up with the idea of the women's board short. As one gentleman who has participated in the Open Gardens scheme for 10 years told me, he was once ticked off by a visitor, unaware that he was addressing the garden's owner, for subtly trying to remove a slug from a hosta. Offering fit and flexibility while still managing to be feminine, the women's boardshort was an innovation that forever changed the women's surf market.

Much like Amsterdam itself, the diversity of the gardens reflects the somewhat split personality of the Dutch people: strict and regulated on the one hand and tolerant, liberal and free-spirited on the other. It was also the perfect example of what the Roxy brand had originally set out to be, in the words of Quiksilver's 1990 Annual Report: "Fun, Bold, Athletic, Daring and Classy".
The series was a hit, and helped to further popularize women's surfing and Roxy's part in the sport. The first freestanding Roxy store was opened in Hawaii in 1997, and another store followed in 2000 in Southern California's South Coast Plaza. Lisa went on to win three more world titles, and along with them, crossover mass-market fame. The Roxy retail chain now features stores all over the world, offering a taste of the Roxy surf lifestyle to girls everywhere. Ons' Lieve Heer op Solder (Our Lord in the Attic) is a schuilkerk (hidden church), one of several built during the 17th century when the Dutch Reformed Church banned Catholics and other religious dissenters from worshipping in public. She is considered by many to be the most influential surfer in the history of women's surfing, and her contributions to the Roxy brand and the team continue to play a key role in Roxy's success. Providing worship was carried out in private, in an unmarked building with no entrance from a main street, the Dutch Reformed Church chose to turn a blind eye, and small churches came to be secreted away in private homes.
Under her guidance, the Boardrider's Team has grown into the most respected and accomplished pro team in women's surfing.
From handbag to Henley, wetsuit to tide watch, the key ingredient of our products is that inimitable Roxy spirit. Ten years later, the Roxy Pro Hawaii remains one of the most prestigious and exciting ASP World Championship surf events of the year.

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