Fox news

In its hometown of Israel, fashion brand Fox sells about a million pieces of clothing each month. For a country with a population of about 7 million, the figures are phenomenal: one out of seven people in Israel purchase Fox every month. It’s safe to say then that Fox is one of the most popular clothing brands in Israel. “No, it is the most popular brand in Israel,” emphasized both Harel Wizel and Eilat Levy, the CEO and vice president, respectively, for international operations for Fox Wizel Ltd.

“You can see Fox hanging from clotheslines,” Suyen Lim, brand manager for Suyen Corporation, mother company of Bench, Human, Aldo and Celio and now the distributor of Fox in the Philippines, smilingly shares.

Israel may not exactly be known for its contributions to retail, but Fox may probably be the first to change that notion. With more than a 100 stores outside of Tel Aviv (their presence in burgeoning retail economies such as Russia and China is impressive), this particular Fox, it seems, doesn’t waste time burrowing in holes. In the Philippines alone, three stores have already opened within a six-month span — a store in Greenbelt 5 just opened and a fourth store in Mall of Asia is slated to welcome customers in January. It seems Filipinos these days aren’t as keen about knowing where a brand comes from as much as they are interested in what it has to offer, and a pair of denim jeans for P1,500 begs more than just a quick, noncommittal glance.

More than anything, Fox is affordable. You can get a full head-to-toe ensemble for just under P5,000. (Tank tops at P450, dresses for a little over a thousand). Second, its colorful and youthful wares, though hip and very now, don’t intimidate the regular shopper in the way some overly trendy, straight-from-the-catwalk pieces of other brands do. “Our collections are fashionable, colorful and varied, confident, young and exciting,” emphasizes Levi. It’s a brand that prioritizes style over trends. Tuning in to the clamor for anything purple right now, Fox has peacoats and knit dresses in that color, only in a muted violet shade that won’t be considered too dated by the time the next “it” color comes around. They also have laborer-style plaids, cardigans for men and cropped jackets for women but all incorporated into classic styles and timeless cuts (hardly any deconstruction goes on in here, that’s for sure). They also have those liberally printed hoodies that and logo tees that every teenage boy and girl have started cataloging in their wardrobes; in fact, the brand is resurrecting the Mickey Mouse image again.

Fox is really as inviting as an ice cream shop: all color and flavors just begging to be tasted. And the variety in its stores, especially in Greenbelt 5, can be just as dizzying. Fox doesn’t just have stylish pull-ons for men and women; a significant portion of Fox’s store is dedicated to kids and babies. And while some shoppers wonder if a store would have a particular clothing piece in kiddie sizes, the reverse can be said of Fox Baby’s offerings. You’d want one of their knitted cardigans or velour sweater dresses in your own size. They’re that adorable! And getting ahead of their adult counterparts, Fox Baby even has all this delightful footwear for little tykes. I am seriously wanting those bronze ankle boots in my size.

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Fox boutiques are located in Greenbelt 5, Robinsons Place Manila, SM City Cebu and, soon, in Mall of Asia.

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