DANA DARTEZ IMPRINTS ROXY DESTINY

If you think you have a passion for fashion, you ain’t seen nothing yet. Meet Dana Dartez, the VP of design for Roxy. Dartez doesn’t just sleep, eat, and breathe fashion––she lives it.

Design has been in Dartez’s blood since the very beginning. Dartez’s family owned and operated a surf shop in Texas in which Dartez cut her teeth, even having the opportunity to attend all the trade shows to get a feeling for what was out there in the marketplace. Couple that with the added bonus of her mother and grandmother making clothes for her, and it becomes all too clear that Dartez’s destiny was carved in stone.

“It never occurred to me to do anything else but design and be in fashion,” she admits. “It was with me from the start.”

Dartez started her own line called Sugar, which caught the eye of Roxy cofounder Danny Kwock. But she didn’t jump at his first offer. There were several attempts by Kwock before she made the decision to join the Roxy team. Nine years have passed since she started making her mark on one of the most popular fashion lines in surf culture history, and it’s no surprise that what’s helped them get there is Dartez’s influence.

But it’s not just her influence that has assisted in creating a global brand—it’s also her dedication. A typical day in Dartez’s life is hectic and exciting, with a million things going on at once. Dartez loves working in the design pit with her team, all of whom work together on creating lines two seasons ahead of schedule while Dartez forecasts trends for the team.

Dartez also gets to spend time with the athletes, getting their impressions on trends they’ve seen as they’re traveling. Between that and the people she gets to work with on a regular basis, Dartez is candid about feeling blessed to work in such an enriching environment, although she confesses that if there’s a “worst” part of her job, it’s “not having enough time in the day to get to do all the things that you want to accomplish and achieve.”

Which is probably why she wakes up in the middle of the night with ideas for new lines. And though her favorites change from season to season, Dartez can easily point out the things she loved creating.

“Last year it was the skinny denim, which evolved into wide-leg trousers for the following season,” she notes. “For spring and summer, I can’t seem to get enough of dresses. It’s a huge part of the new collection and something that’s on the top of my list of favorites.”

Luckily, Dartez has freedom to create. There isn’t any one piece she feels like she hasn’t been able to make, allowing her endless opportunities when influencing Roxy’s next line. Finding herself so immersed in design has given her the opportunity to find inspiration everywhere, from flowers and street signs to photography…but especially when she gets to travel.

“I’ve always found that when I’ve been able to take the time to hop on a flight and travel, no matter where it is, inspiration surrounds me at all times,” Dartez notes. “We’ve had seasons derived from our travels to Tokyo, London, and New York. Just being there ignites endless ideas to take back to the office and get started on.”

So what advice does she have for aspiring designers wishing to follow in her footsteps? Says Dartez, “Go to school, learn strong computer skills, and most importantly, have fun. A sense of humor is so important in getting you through long days, and will help to keep things fun along the way. I’m also an advocate for thinking outside of the box and keeping an open mind to everything I do.” Which is exactly why Dartez is at the top of the game.

words by Carly Milne

images provided by Roxy