How White Fox duo conquered tween fashion and made $200m

Fast fashion company White Fox, which makes oversized sweats and hoodies, is a hit with tweens around the world – here’s how the Young Rich Lister founders Daniel and Georgia Contos did it.

Lilly Douglas (left) and Angela Wills are White Fox shoppers. They are big fans of the Aussie brand, which is going global. Peter Rae

Carrie LaFrenz and Lauren Sams

Oct 23, 2024 – 2.06pm

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Angela Wills bought her first White Fox hoodie two years ago. At a recent school mufti day, the 12-year-old was one of 30 girls wearing the oversized hoodie, emblazoned with the brand’s distinctive puffy letters.

“The more people wear it, the more people want it,” Angela says.

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Carrie LaFrenzSenior reporterCarrie LaFrenz is a senior journalist covering retail/consumer goods. She previously covered healthcare/biotech. Carrie has won multiple awards for her journalism including financial journalist of the year from The National Press Club.

Lauren SamsFashion editorLauren Sams is the fashion editor, based in Sydney. She writes about lifestyle including the arts, entertainment, fashion and travel. Lauren has worked as a features editor and fashion journalist for ELLE, marie claire and more.