How White Fox Boutique went from eBay seller to wildly successful ...
White Fox has become a go-to brand for young women and girls -Credit:Manchester Family/MEN
In any crowd of teenage girls there's one thing you're likely to spot these days and it's a White Fox hoodie.
They come in various colours and you certainly can't miss the branding as the name is emblazoned across the back for all to see.
The brand isn't actually that new. In fact the company was born in 2013 as a start-up hustle for Australian couple Daniel Contos and Georgia Moore.
Initially selling clothing items on eBay, it was Georgia who first realised the impact that celebrities can have on sales.
Read more: White Fox hoodies are everywhere, but they've left mums with a predicament
White Fox hoodies are everywhere -Credit:Manchester Family/MEN
When a dress she had listed wasn't selling, she shared a photo of Kim Kardashian wearing the same thing and, quelle surprise, a sale was made.
So inspired was she by the influence of celebrity style that she decided to take things to the next level, launching White Fox from inside her family home in Sydney.
Influencers and social media became the very heart of their business and it's those well-known faces, sharing snaps of themselves on TikTok and Instagram - as well as the increased interest in loungewear since the pandemic - that have helped sales soar.
The Kardashian sisters, Sofia Richie, Hailey Baldwin, Emily Ratajkowski, Spencer Barbosa and Jessie Wynter are among those to have been spotted in the brand, which sells clothing for all occasions as well as swimwear.
Last year's UK launch meant the oversized hoodies made it onto the Christmas lists of thousands of teenage girls, so much so that the company struggled to meet the demand.
They're certainly not cheap, one hoodie costs around £50, but compared with the usual attire of celebs, it's an attainable brand for youngsters who, let's face it, are relying on the bank of mum and dad to fund their fashion crazes.
It's no wonder mums have been stressing themselves out over the 'cold hand wash' only labels of their daughters' prized possessions.
The journey of White Fox Boutique is a success story of the modern age and, just like with KSI and Logan Paul's Prime drink, it's the social media hype and the famous faces that create such a huge demand. The struggle to fulfil orders for Christmas simply fuelled people's desire, as it did with the infamous drink.
It might be a bitter pill for parents to swallow, but as long as teens have TikTok or Insta, or whatever platform comes next, White Fox won't be the only brand to make it so big.
