ROXY has gone to another continent to find a truly fresh face for it’s latest campaign, “Call to the Ocean.”
Ishita Malaviya, India’s first and still only professional female surfer, began her love affair with the sport back in 2007. As Hypebae reports, it was a time when the concept of surfing in India was pretty much unheard of.
At only age 22, Malaviya heard and answered her own call to the ocean when she gave up city life and moved to a fishing village to start her own surf school: The Shaka Surf Club.
Aiming to highlight and embody new beginnings, new elements and breaking out of traditions, the campaign celebrates ROXY’s new collection which comprises colorful sets and dynamic prints, offering the perfect surf-drobe for those going against the grain. Made up of both swimwear and apparel, the collection includes a range of swimsuits, bikinis, track pants and sweatshirts.
You can view the vibrant campaign and head to ROXY’s website to purchase the “Call to the Ocean” collection.
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Photo Credit: Nila Newsom / Shutterstock.com