Universe The brand was born in 1985 at Pont Audemer in Normandy, France. boardsports were taking off in the USA, so Isabelle Cachot, artistic director, teamed up with surfer Fabrice Valéri to create brightly-coloured tee-shirts in France. Now based at Mérignac near Bordeaux, the brand is distinctive with its original cuts, colours and materials. High quality remains a priority. Since its creation the brand has stood for a combination of creativity, originality and high-tech design.
Oxbow is a global brand. Its products have always been inspired by the outdoor world of mountain and sea, snow and surf. Oxbow distances itself from its rivals with its unique spirit and philosophy. This is both its originality and its strength. The brand sponsors 60 sporting events worldwide. These cover different sliding sport disciplines: surf, windsurf, kite-surf, ski and snowboard. In 1991 Oxbow created the first World Longboard Championships in Biarritz. Oxbow soon made its name as the benchmark brand in the field of Longboard. Inspired by surfing, this sport encourages both enjoyment and participation in the true Oxbow spirit.
As well supporting sliding sports, Oxbow promotes respect the environment. This applies equally to both mountain and ocean. The brand upholds sustainable development. This is an obvious and natural policy for a surf-wear brand: all sliding sports need to protect the environment – nature is the playground of their participants.
Collection The Oxbow glasses collections embody the brand’s sliding sports image. The logo and graphics appear in many forms to create a real surf-wear look. The optical and sunglasses collections pick up the ethos of the brand. Respect for the environment comes through getting close to nature. Performance and fun run side by side. This has led to a range where style meets technology. Themes in the optical collection : rubber temples with a neoprene feel, double injection moulding, injection moulding over metal. The sunglasses range blends sport with fashion.
Actuality Previously focused on "surf-wear chic", Oxbow is changing its brand image. It is getting back to basics with a return to its roots in boardsports.
The brand’s new slogan "You can’t cheat Nature" sums up the change of direction perfectly. This repositions the brand back at the cutting edge of fashion.
Oxbow is now concentrating its efforts on targetting15 to 25 year-olds. This is the age group that generally take part in extreme sports and care about their image. To add legitimacy to its own message and image, Oxbow is very involved in all boardsports.
Oxbow sponsors 60 athletes worldwide, representing the different boardsport disciplines: Surfing, Windsurfing, Kitesurfing, Skiing and Snowboarding.
The brand is also offering more technically-advanced products with the accent on creativity and graphics. Their inspiration comes straight from the world of surf and snow sports.
Target :Tweens & young adults aged 15 to 25 Type of frames :Optical & sunglasses