The man behind the print
Luke Taaffe, head of ROXY Graphic Design, is a gifted artist, designer and surfer. Hailing from New South Wales Australia, his work is characterized by dreamy coastal imagery, vivid colors and patterns that reflect his love of the ocean. We caught up with Luke in the French headquarters to talk about the true inspiration behind the beautiful prints he created for this season’s collection.
Could you talk to us about the special link between ROXY and flowers?
What are the origins and why is it so representative of the brand?
Print plays a major role in all of our categories for ROXY and florals are essentially part of the DNA of the brand. ROXY & Quiksilver have strong ties to Hawaiian and Polynesian cultures, and flowers are one of those symbolic elements that are representative of this. Tropical florals are naturally instinctive for ROXY and we can leverage off these in our prints and graphics without it being used as a trend like other brands. We are unique in that aspect!