Roxy Apparel Ready to Make a Splash After Challenging Start to Licensing Model

We talk to Michael Pratt, the president of Roxy apparel licensee 2253, about where Roxy apparel plans to make a stand from a category perspective, how the brand envisions building back market share in the core channel, and overcoming marketplace challenges due to the Liberated bankruptcy, tariffs and more.

Published: August 25, 2025By Tiffany Montgomery

Roxy apparel. Photo courtesy of Roxy.

Since Authentic Brands Group acquired the Boardriders brands in September 2023, brands such as Billabong and RVCA have experienced lots of disruption after first being licensed by Liberated Brands and then moving to new groups after the Liberated bankruptcy earlier this year.

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Posted in: Executive Edition

Tagged with: 2253, Authentic Brands Group, Roxy