Capitalizing on the popularity of its red-hot Roxy line, Quiksilver Inc. announced Monday the launch of its first denim line for juniors.
The Costa Mesa-based surf-wear maker said it will release six styles of the Roxy Jeans this fall. It also will introduce a Quik Jeans line for men and boys, with eight new styles.
But it was Quiksilver's first denim line for girls that was generating the most excitement for the company, which has designed various lines of jeans for boys and men since the mid-1990s.
"This is what's happening today, the junior business," spokesman James K. White said. "It's hotter than a pistol."
A related advertising campaign will, for the first time, include images of Roxy and Quiksilver surfers and feature Kelly Slater, six-time world surfing champion. The ads will appear in a variety of magazines, including Rolling Stone, Seventeen, Surfer and Transworld Snowboarding.