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Quiksilver

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An Australian-origin surf, snow and boardsports lifestyle brand best known for boardshorts and its wave-and-mountain logo.

Last updated August 31, 2026

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Nov 4, 2026
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Nov 4, 2026

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Overview

Quiksilver is an Australian-origin apparel and accessories brand built around surfing, snowboarding, skateboarding and coastal lifestyle culture. Alan Green and John Law founded the business in 1969 in Torquay, Victoria, a major Australian surf center. Green had experience making wetsuits and experimented with boardshorts designed specifically for surfing rather than adapting conventional swim trunks. The resulting construction used features such as a Velcro fly, press studs, scalloped legs and a yoke waist, helping establish the functional and visual template associated with modern boardshorts. The brand expanded internationally during the 1970s. In 1976, professional surfer Jeff Hakman and Bob McKnight obtained the United States manufacturing and distribution licence and established Quiksilver USA in California. Surf-shop distribution, athlete sponsorship, surf photography, films and event promotion helped the American operation turn a specialist Australian label into a major international boardsports brand. Quiksilver Europe was established in 1984 and developed from southwestern France, later operating from Saint-Jean-de-Luz near Biarritz. The company became publicly traded in 1986, although the operating brand later returned to private ownership after restructuring and bankruptcy. Quiksilver broadened its range during the 1980s and 1990s from boardshorts into shirts, outerwear, pants, footwear, accessories, wetsuits and snow apparel. In 1990 it introduced Roxy as a women's action-sports line. After being suspended during the early-1990s downturn, Roxy was relaunched in 1992 and became a major women's surf and snow brand in its own right. Quiksilver also built a powerful athlete-marketing model, notably through its long sponsorship of Kelly Slater, who joined the brand in 1990 and won most of his world surfing titles during the relationship. The corporate group pursued diversification in the 2000s. It acquired DC Shoes in 2004, strengthening its position in skateboarding footwear and apparel, and bought ski-equipment maker Rossignol in 2005 before selling Rossignol in 2008. The group also previously owned Cleveland Golf. Quiksilver's annual sales exceeded one billion dollars in 2004, but its broader business later experienced a prolonged downturn associated with debt, changing retail conditions and weaker performance across the action-sports market. The company filed for Chapter 11 bankruptcy protection in September 2015. It emerged in 2016 as a privately held company with Oaktree Capital Management as majority shareholder. In March 2017, the parent company changed its name from Quiksilver, Inc. to Boardriders, Inc. Boardriders acquired Billabong International in 2018, adding brands including Billabong, Element, VonZipper, RVCA and Xcel to its portfolio. Authentic Brands Group acquired Boardriders and its associated intellectual property in 2023. Quiksilver subsequently operated through regional licensees and distributors rather than as a single globally integrated retail company. The brand's core identity remains the combination of surf performance, mountain sports and relaxed casual clothing. Current and recent categories include boardshorts, wetsuits, rash guards, swimwear, T-shirts, shirts, hoodies, jackets, pants, shorts, footwear, hats, bags and wallets. The Waterman range addresses fishing, boating and other water-based activities, while women's products have been sold under Quiksilver Women and through the related Roxy brand. Regional availability, product assortment and retail control vary because of licensing arrangements. The Quiksilver logo, introduced in 1973, is commonly described as a stylized wave and mountain inspired by Hokusai's The Great Wave off Kanagawa. This mark links the brand's surfing and snowboarding heritage and remains central to its visual identity.

History

Quiksilver began in 1969 in Torquay, Victoria, where surfers Alan Green and John Law developed clothing for the practical needs of boardriders. Green's wetsuit-making background informed experiments with boardshorts that could withstand surfing movement and water exposure. Their design used a Velcro fly, metal press studs, scalloped hems and a yoke waist, features that differentiated it from traditional heavy swim trunks. The product gave the new company a distinctive foundation and became closely associated with the emerging surfwear market. During the first half of the 1970s, Quiksilver gained recognition among Australian and international surfers. In 1976, Jeff Hakman and Bob McKnight secured rights to manufacture and distribute the brand in the United States. Quiksilver USA, based in California, grew through specialist surf shops, athlete endorsements, surf films, magazine imagery and event activity. The American business helped transform Quiksilver from a regional Australian label into an international boardsports company. In 1984, Harry Hodge, Jeff Hakman, Brigitte Darrigrand and John Winship established Quiksilver Europe. The European operation developed in southwestern France, one of the continent's major surfing regions. The company expanded its assortment through the 1980s, adding general sportswear and casual clothing alongside boardshorts. It went public in 1986, enabling further product development, trademark consolidation and international expansion. The group later added stores and wholesale channels across the Americas, Europe, Australia, New Zealand, Asia and Africa. Its Boardriders Club and Factory stores complemented third-party retailers, although changing consumer habits and weakness at important specialty and mall retailers later damaged sales. A significant strategic development was the creation of Roxy in 1990 as a women's action-sports line. The line was discontinued during the 1991 market downturn and relaunched in 1992. Roxy's separate identity allowed the company to address women and girls without repositioning the established men's Quiksilver label. It expanded from swimwear into surf and snow apparel, footwear, accessories and lifestyle products, becoming one of the most important women's brands in the action-sports sector. Quiksilver also increased its reach through sponsorship of professional surfers, including Kelly Slater, who signed with the company in 1990 and remained associated with it until 2014. During the 2000s, Quiksilver pursued a broader action-sports portfolio. It acquired DC Shoes in 2004 and purchased Rossignol in 2005, seeking exposure to skateboarding and winter sports. It later divested Rossignol in 2008 and had already sold Cleveland Golf in 2007. The group reached more than one billion dollars in annual sales in 2004, but diversification also increased complexity and financial exposure. By the late 2000s, Quiksilver faced debt pressure, changing distribution patterns and a weakening surf-retail environment. Moody's identified it in 2009 among companies considered vulnerable to default. The company attempted a turnaround during the early 2010s. Bob McKnight stepped down as chief executive in January 2013 and remained executive chairman until retiring in October 2014. Andy Mooney served as chief executive from 2013 to 2015. Pierre Agnes, a long-serving company executive, became chief executive in 2015 and led restructuring efforts. Quiksilver filed for Chapter 11 bankruptcy in September 2015 and emerged in early 2016 as a private company controlled primarily by Oaktree Capital Management. The restructuring reduced the group's retail footprint and refocused operations on its principal brands. In March 2017, the parent company adopted the name Boardriders, Inc. Boardriders retained Quiksilver, Roxy and DC Shoes and acquired Billabong International in 2018, adding several other surf, skate and outdoor labels. Pierre Agnes became Boardriders' global chief executive, but disappeared in January 2018 after his boat was found near Biarritz. He was presumed dead, and Dave Tanner assumed the chief executive role in February. Authentic Brands Group agreed to acquire Boardriders in 2023. Under the resulting brand and licensing structure, Quiksilver's intellectual property remained with the wider brand owner while regional operators handled different markets and categories. In the United States, Liberated Brands operated Quiksilver and Roxy retail stores until its 2025 bankruptcy filing and store-closure program. Other licensing and operating arrangements assigned men's apparel, women's apparel and regional distribution to separate partners. Consequently, Quiksilver continues as an active global brand, but its assortment, retail presence and operating counterpart differ by territory. The brand's enduring visual and commercial identity is the wave-and-mountain emblem introduced in 1973. Inspired by Hokusai's The Great Wave off Kanagawa, the logo connects surfing with snowboarding and gives Quiksilver a recognizable symbol across technical equipment, casual apparel and accessories. Its marketing has historically relied on athlete sponsorship, surf events, editorial imagery, films and lifestyle positioning. The brand has also promoted recycled-material initiatives, including use of REPREVE fibers, while continuing to sell products for surfing, snowboarding, fishing, boating and everyday casual wear.

  • 2025

    U.S. retail operator files for bankruptcy

    [1]

    Liberated Brands files for Chapter 11 and announces the closure and liquidation of remaining U.S. Quiksilver and Roxy stores.

  • 2023

    Authentic Brands Group acquires Boardriders

    [1]

    Authentic Brands Group agrees to acquire Boardriders and its associated brand intellectual property.

  • 2018

    Billabong International acquired

    [1]

    Boardriders expands its portfolio through the acquisition of Billabong International and related brands.

  • 2017

    Parent renamed Boardriders

    [1]

    Quiksilver, Inc. changes its corporate name to Boardriders, Inc.

  • 2016

    Emergence from bankruptcy

    [1]

    The company completes restructuring and returns to private ownership with Oaktree Capital Management as majority shareholder.

  • 2015

    Chapter 11 bankruptcy filing

    [1]

    Quiksilver files for U.S. bankruptcy protection amid prolonged financial and retail pressures.

  • 2008

    Rossignol divested

    [1]

    Quiksilver sells Rossignol after a period of ownership.

  • 2005

    Rossignol acquired

    [1]

    The company purchases ski-equipment maker Rossignol as part of a winter-sports diversification strategy.

  • 2004

    DC Shoes acquired

    [1]

    Quiksilver acquires DC Shoes, expanding into skateboarding footwear and apparel.

  • 1990

    Roxy launched

    [1]

    Quiksilver introduces Roxy as a women's action-sports line.

Products and positioning

A mid- to premium-market surf and boardsports lifestyle brand combining technical water and snow apparel with casual coastal clothing.

  • Surf apparel · 1969

    Boardshorts

    Quiksilver's foundational product category. The original designs were developed for surfing and used construction details intended to improve mobility, water performance and comfort. Contemporary ranges include multiple lengths, fabrics, prints and technical treatments for surfing and beach use.

  • Surf equipment and apparel

    Surf technical apparel

    This category includes wetsuits, rash guards, swimwear and other garments designed for water sports. Availability and technical specifications vary by market and by the regional licensee operating the brand.

  • Water-sports lifestyle

    Quiksilver Waterman

    Waterman is oriented toward fishing, boating and broader water-based recreation. It combines practical outdoor clothing with the relaxed styling associated with Quiksilver's coastal identity.

  • Lifestyle apparel

    Casual apparel

    The everyday range includes T-shirts, polo shirts, flannels, shirts, hoodies, sweatshirts, jackets, outerwear, pants and shorts. These products extend the brand beyond specialist surf consumers into casual coastal and streetwear wardrobes.

  • Snow sports apparel

    Snow apparel

    Snow jackets, pants and related layers express the brand's connection between ocean and mountain sports. The category uses the same wave-and-mountain identity that has historically linked Quiksilver's surf and snow businesses.

  • Footwear

    Footwear

    Quiksilver footwear includes casual sneakers, sandals and other warm-weather styles designed for beach, travel and everyday wear.

  • Accessories

    Accessories

    The accessories assortment includes hats, backpacks, wallets and related travel or beach items. These products extend the brand mark into lower-priced and complementary categories.

  • Women's action-sports brand · 1990

    Roxy

    Roxy was created as Quiksilver's women's action-sports line and later became a major standalone brand. Its assortment has included swimwear, surf and snow clothing, footwear, accessories, wetsuits, hard goods and children's products. It is related to Quiksilver's corporate history but is not the same product line.

Controversies

  • 2023

    Alleged copying of Ola Canvas boardshort design

    Beach Grit reported that Quiksilver's Blackball boardshort design allegedly copied work from the smaller company Ola Canvas. Quiksilver posted the design on Instagram, and Ola Canvas published a response several days later. The reported dispute concerns design originality and attribution; the supplied sources do not establish a court judgment or regulatory finding.

    Source

Read more

Marketing campaigns

  • 2020REPREVE recycled-fiber program

    International

    Quiksilver used REPREVE performance fiber made from recycled plastic materials as part of its sustainability communications and product development.

    Outcome. Unifi recognized Quiksilver as a REPREVE Champion of Sustainability and reported that the brand had reached the equivalent of 250 million recycled plastic bottles processed through the fiber.

    Source
  • 2013DVF loves Roxy

    International

    Roxy collaborated with Diane von Furstenberg on a limited-edition collection of swimwear, beachwear and accessories.

    Outcome. The collaboration was presented as a one-time seasonal collection.

    Source
  • 2012Let the Sea Set You Free

    International

    Roxy's campaign framed the sea as a source of freedom and lifestyle identity, supporting the brand's women's action-sports positioning.

    Outcome. The campaign received Women's Marketing Campaign of the Year recognition at the 2013 Surf Industry Manufacturers Association Image Awards.

    Source
  • 2011Quiksilver Pro New York

    United States

    Quiksilver supported the first world-title tour event held on the East Coast of the United States, using a major competition to bring professional surfing to a new market.

    Outcome. The event was noted for its unusually large one-million-dollar prize purse at the time.

    Source
  • 1990Kelly Slater sponsorship program

    Global

    Quiksilver signed Kelly Slater and used his competitive career, media visibility and surf credibility to reinforce the brand's position in high-performance surfing.

    Outcome. Slater remained associated with Quiksilver until 2014 and won ten of his eleven world titles during the sponsorship relationship.

    Source

Brand decisions

  • 2025

    U.S. retail restructuringStrategy

    Background

    Liberated Brands, the U.S. retail operator for Quiksilver and Roxy, faced financial distress.

    Action taken

    Liberated Brands filed for Chapter 11 and announced liquidation and closure of remaining U.S. stores.

    Aftermath

    The filing affected the U.S. retail operator but did not terminate Authentic Brands Group's ownership of Quiksilver's intellectual property. Other licensees continued or assumed operations in relevant categories and regions.

    Source

  • 2023

    Sale of Boardriders to Authentic Brands GroupM&A

    Background

    Boardriders' brands and intellectual property were reorganized under a new strategic owner.

    Action taken

    Authentic Brands Group made a binding offer to acquire Boardriders and its associated brands and intellectual property.

    Aftermath

    Quiksilver continued under a licensing-oriented operating model with different regional and category partners.

    Source

  • 2018

    Acquisition of Billabong InternationalM&A

    Background

    Boardriders pursued scale and portfolio breadth in the global surf and action-sports sector.

    Action taken

    Boardriders acquired Billabong International and its associated brands.

    Aftermath

    The group added Billabong, Element, VonZipper, RVCA and Xcel to its brand portfolio.

    Source

  • 2017

    Corporate reorganization as BoardridersStrategy

    Background

    Following restructuring, the parent company sought to present itself as a multi-brand boardsports group rather than a company identified with one label.

    Action taken

    Quiksilver, Inc. changed its corporate name to Boardriders, Inc.

    Aftermath

    Boardriders continued to own Quiksilver, Roxy and DC Shoes and later added Billabong-related brands.

    Source

  • 2015

    Chapter 11 restructuringOther

    Background

    The company faced a prolonged financial slump, debt pressure and weakening action-sports retail conditions.

    Action taken

    Quiksilver filed for Chapter 11 bankruptcy protection and pursued a restructuring.

    Aftermath

    The business emerged in 2016 as a private company controlled primarily by Oaktree Capital Management, with a substantially reduced retail presence.

    Source

  • 2005

    Acquisition of RossignolM&A

    Background

    The company pursued diversification into skiing and winter sports.

    Action taken

    Quiksilver purchased Rossignol.

    Aftermath

    Quiksilver sold Rossignol in 2008 as it refocused its portfolio.

    Source

  • 2004

    Acquisition of DC ShoesM&A

    Background

    Quiksilver sought to strengthen its presence in skateboarding and action-sports footwear.

    Action taken

    The company acquired DC Shoes.

    Aftermath

    DC Shoes became part of the broader Boardriders portfolio.

    Source

Sources4 sources

  1. 1Quiksilveren.wikipedia.org
  2. 2Quiksilver official websitequiksilver.com
  3. 3Beach Grit report on the Ola Canvas design disputebeachgrit.com
  4. 4Unifi REPREVE sustainability informationunifi.com

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