90% matchPrincess Polly
Same Aussie Gen Z e-tail playbook, heavier on denim
What changes: Broader multi-brand curation, less logo-sweat identity
Brand profile
White Fox
Sydney-founded online womenswear label known for branded hoodies, sweat sets and going-out dresses driven by influencer marketing.
SydneyOrigin
WomenswearFocus
Athleisure / SportswearStyle
$$Price
26 brands like White Fox like Princess Polly, Showpo, Hello Molly →
What to know about White Fox
White Fox is an online-first women's fashion label founded in 2013 in Sydney by Daniel and Georgia Contos, who still own and run it. Its range centres on branded hoodies and sweat sets, going-out dresses, denim, activewear and swim, sold direct through its site. Growth has come from aggressive influencer and affiliate marketing, with the hoodies worn by figures including Kim Kardashian, and the United States is now a core market. The company operates showrooms in Sydney and Los Angeles and bought a five-storey Rosebery building in 2025 for a new headquarters.
How White Fox fits
Overall fit
true to size
Most shoppers find White Fox true to size, with the signature hoodies and sweats designed to sit oversized and relaxed while dresses and denim tend to run more fitted.
Tip: Order your usual size in hoodies for an oversized look, and consider your usual or one size up in structured dresses depending on desired fit.
Medium confidence · based on 8 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Hoodies & sweatshirts | slightly large | oversized and relaxed | Stick to your usual size for the intended oversized look, or size down for a closer fit. |
| Jeans & denim | true to size | fitted | Order your usual denim size; styles run fairly close to the body. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like White Fox
See all 26 brands like White Fox →90% match
86% matchShowpo
Sydney online going-out wear, founder-led influencer growth
What changes: Dress-led with little branded loungewear
84% matchHello Molly
Party and formal dress specialist at the same price point
What changes: No hoodie or activewear line
78% matchStelly
Cheaper Sydney rival on sets and separates
What changes: Smaller brand identity, less global marketing reach
White Fox fit questions
Does White Fox run big or small?
White Fox fits true to size. Order your usual size in hoodies for an oversized look, and consider your usual or one size up in structured dresses depending on desired fit. Most shoppers find White Fox true to size, with the signature hoodies and sweats designed to sit oversized and relaxed while dresses and denim tend to run more fitted.
How does White Fox fit?
Most shoppers find White Fox true to size, with the signature hoodies and sweats designed to sit oversized and relaxed while dresses and denim tend to run more fitted. Overall shape: relaxed for loungewear, fitted for going-out styles.
How do White Fox hoodies & sweatshirts fit?
White Fox hoodies & sweatshirts fits slightly large. Stick to your usual size for the intended oversized look, or size down for a closer fit. Shape: oversized and relaxed.
How do White Fox jeans & denim fit?
White Fox jeans & denim fits true to size. Order your usual denim size; styles run fairly close to the body. Shape: fitted.
Brand facts
- Founded
- 2013
- Origin
- Sydney, Australia
- Made in
- Australia
- Price
- $$
- Focus
- Womenswear
- Styles
- Athleisure / Sportswear, Y2K, Streetwear