How White Fox duo conquered tween fashion and made $200m
· Australian Financial ReviewCarrie LaFrenz and , Lauren Sams
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. Connect with Carrie on Twitter. Email Carrie at carrie.lafrenz@afr.com
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. Email Lauren at lauren.sams@afr.com
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