Founded in 2023 by Nicole “Niki Roxx” Murray—creative director, designer, and veteran brand-builder—Niki Roxx draws on Nicole’s decades‑long résumé (from launching Dollhouse in the ’90s and founding NM70 footwear to leading design at Anthropologie, Ralph Lauren, Urban Outfitters, AG Jeans, Lucky Brand, and Lands’ End).

After discovering surfing at age 50 and struggling to find swimwear that truly fit her curves, Nicole set out to reinvent women’s surfwear. She fused the free‑spirited flair of the ’70s and ’90s with modern performance fabrics, inclusive sizing, and thoughtful details into NIKI ROXX

Niki Roxx Surf was born out of a love for the ocean and a need for surfwear that actually keeps up. We’re here for the sunrise paddlers, the weekend wave chasers, and the women who feel most like themselves in saltwater. Every piece is designed with real surf sessions in mind—bold, functional, and made to move. No matter your style, shape, or skill level, this line is for you. Because every water woman deserves to feel strong, confident, and completely at home in every wave.

Every piece is small‑batch made—by women, for women—and features high‑power stretch, UPF50+ sun protection, and precision contouring. The result?
Confidence‑boosting, effortlessly stylish outfits that keep you supported in the water, on the sand, and beyond.