新冠肺炎 COVID-19 防範措施 了解更多
全館免運,春夏精選七折,全面二件八折,三件七折!
加入官網會員贈$150購物金

Welcome to the new Cute.


WELCOME TO THE NEW CUTE - June 3rd, 2021
Roxy Youtube Roxy Instagram Roxy Facebook


Winning a world title is cute.
Wiping out on a 30-foot barrel is cute.
Losing a tooth for the sport – cuteeee!

Female surfing has battled a one-dimensional story since its debut. One in which a female athlete needs to be a girl first. And then, an athlete. Pretty, feminine, approachable, .... CUTE, first. Athlete second.

ROXY’s “Welcome to The New Cute” takes long-held perceptions of cute, and blows them wide open.

Narrated by 2x Longboard World Champion Kelia Moniz and featuring the likes of 7x Surfing world Champion Stephanie Gilmore, 4x Surfing World Champion Lisa Andersen and Olympic Gold Medalists Chloe Kim & Torah Bright, the video highlights the many layers of the life of a professional boardrider, from stumbles, wipeouts and broken teeth to barrels, victories, and world titles.

The campaign fosters empowerment in a self-assured manner, acknowledging the strength of female surfers, skiers and snowboarders, and a different view of their world.




Let’s make the new CUTE stronger, fresher, and more badass. #redefineCUTE


SHOP CUTE NEW ARRIVALS