Sydney fashion brand White Fox faces adidas trademark lawsuit

White Fox grew from a Sydney garage business into a global fashion brand selling clothing including oversized hoodies, bikinis and dresses.

Melina Maceri launched the online boutique with Georgia Moore in 2012, and Moore later married Maceri’s son, Daniel Contos.

Social media and influencer promotion helped drive the brand’s growth, with White Fox building large followings on Instagram and TikTok.

The business brought in more than $540 million in revenue last financial year, and Moore and Contos have become billionaires.

adidas alleges some White Fox items look deceptively similar to its three-stripe logo, and has sued the company for trademark infringement.

White Fox is defending the case, which is due to play out in court next year.