New Quiksilver Clothing Line Designed for ‘Soccer Moms’

Surfwear giant Quiksilver Inc. is, as usual, pushing itself into new territory.

The Huntington Beach company announced Monday the launch of a contemporary women’s line that will target “soccer moms” and other active young women.

The 30-piece “Alex Goes” line, which will be in stores in January, will include a collection of versatile pieces designed to be worn throughout the day, whether exercising, shopping or having dinner, Chief Executive Robert B. McKnight said Monday.

The new designs were created by Lissa Zwahlen, a former designer of Roxy, the hugely successful Quiksilver juniors brand with annual sales of $100 million. The new line targets active women in the 25-40 age range.

Its offerings include a reversible skirt that’s dressier on one side and sportier on the other, and a stretch gingham shirt dress with zip-off sleeves that would allow the wearer to take “a good run in the park,” the company says, and then zip her sleeves back on to dash out to dinner. It doesn’t come with a shower, though.

Quiksilver, which started as a maker of surfwear for young men, has expanded to make a broad array of products from sportswear to snowboards and snow boots for both sexes and for toddlers to middle-age men.

Quiksilver’s stock closed Monday at $13.38, down 38 cents, in New York Stock Exchange trading.