Quiksilver launches a surfwear brand for women called Roxy in 1990, the first brand to target the female surfing demographic.

Boardshorts are considered the surfing uniform by the 90s, but a brand had yet to produce them for women. They are by far the most practical attire for the sport, so women were forced to buy men's shorts that were ill-fitting and unflattering. Roxy revolutionizes surfwear when they design a female version and they quickly rise to fame in the community around the world.

"Point Break" is released in 1991, in which an FBI agent infiltrates the Californian surfing community in order to gather intel on a case. The film rakes in over 80 million dollars from box offices.

Big wave surfing--riding any wave over 20 feet--is popularized in the 90's, and competitions that are dedicated to those events, like Titans of Mavericks, start to take place. The competitive aspect of the culture intensifies further.