In 2013 @whitefoxboutique was created by young, inspiring, Sydney-based entrepreneurs, Georgia Moore and Daniel Contos, with the goal of cutting through all of the noise in the somewhat saturated and homogeneous e-commerce space. Georgia and Daniel have since become known for big thinking, and for doing things even BIGGER; and they’ve gone from inception to setting the bar at a lightening pace.
Their founding dream was to create a fast fashion brand which made an impact both in the Australian and International Markets, offering the latest trends at affordable prices. To know the pair means knowing that they actually personally embody their mantra of fast-meets-luxe, and it’s not uncommon to find Georgia in $80 White Fox jeans paired with an $800 YSL tee….White Fox masters the seamless integration of high/low, and their own products often make it difficult to discern between the two.
Neither Georgia nor Daniel originally had a background in fashion, but what they do have is strong passion for shopping and everything to do with the industry, and a keen eye. They sought out to create an exceptional shopping experience which would put a smile on each of their customers’ faces. After a year of carrying outside brands, they realized this wasn’t meeting their needs and that they could do better for their skyrocketing customer base; and thereby White Fox The Label was born.
With White Fox Boutique becoming such a success, the team decided to expand the brand and created @whitefoxswim (2016), @whitefoxactive (2017) and @veuxsunglasses (2017). White Fox has mastered the art of staying ahead of the trends and offering styles which fit into almost everyone’s wardrobe.
White Fox has also become known for their incredibly memorable events around the world. Their first Los Angeles event was Coachella themed, and celebrities and influencers received pieces to wear for the festival and enjoyed ear piercings, drinks, bites, etc at a chic Hollywood location. Their most recent event was held at Catch LA, and feted launch of White Fox Swim’s 100% Salty Limited Edition Collection. This exclusive event was attended by hundreds of A-list celebrities and influencers, including Kourtney Kardashian and live music from Simi & Haze.
Every brand under the White Fox umbrella is flourishing, and the 4 brands currently have a combined IG following of over 1 million. Celebrity devotees and spottings include but are not limited to: Bella Hadid, Romee Strijd, Kourtney Kardashian, Kim Kardashian, Khloe Kardashian, Kendall Jenner, Rita Ora, Jasmine Tookes, Lais Ribiero, Sofia Richie, Emily Ratajkowski, Chantel Jeffries, Hailey Baldwin and countless more. On the media side, coverage has been abounding, and includes outlets such as Vogue, Elle, WWD, Apparel News, WhoWhatWear, Cosmopolitan, Refinery29, Us Weekly, People, Daily Mail, Just Jared, Life & Style, Paper Magazine and many, many others.
White Fox has quickly become a household name and is becoming a force in the fashion industry. Their trendy yet affordable collections quickly sell out upon release, and often cause a social media and online frenzy.
