The Oodie

The Oodie is an Australian direct-to-consumer loungewear brand built around oversized, hooded wearable blankets designed to function as casual homewear and portable comfort clothing. Its signature product combines a loose, blanket-like silhouette with a hood and soft textile lining, commonly using flannel and sherpa fleece. The product proposition is deliberately simple: provide warmth and comfort without the need for conventional layering or fitted clothing. The brand was founded in 2018 by entrepreneur Davie Fogarty. Reference material also attributes the original wearable-blanket concept to Australian brothers David and Todd Fogarty. The business developed as an e-commerce operation, relying heavily on digital advertising, online merchandising, direct fulfilment, and seasonal promotional events rather than a large physical retail network. This model allowed the brand to test creative, novelty-oriented apparel concepts and sell internationally from a relatively concentrated operating base. The Oodie's major growth phase came during the COVID-19 pandemic. Lockdowns and work-from-home arrangements increased consumer interest in products associated with domestic comfort, and the brand's oversized blanket garments became highly visible across social media and online advertising. Reported search interest rose sharply in the United Kingdom and globally during 2020, while sales accelerated from the early lockdown period. The company later reported monthly sales of approximately 205,000 units in 2021 and several individual days with revenue above A$1 million. By 2023, Fogarty said the business had sold more than 8.1 million units and generated over A$500 million in revenue; Forbes Australia reported cumulative sales above A$600 million by 2024. These figures are company- or media-reported and should not be treated as audited public-company disclosures. Although The Oodie remains identified primarily with its original wearable blanket, the brand expanded into adjacent comfort products, including tracksuit pants and other loungewear. It also entered a 2021 collaboration with UGG Boots Australia involving branded boots, extending the comfort-focused proposition beyond the core blanket garment. The brand operates in a competitive category that includes The Comfy and lower-priced alternatives, including imitation and counterfeit products. Fogarty has cited counterfeiting, dependence on digital platforms, fulfilment scalability, and online reputation management as material e-commerce risks. The business has also faced operational and regulatory challenges. In New Zealand, customers complained about delayed deliveries after Black Friday sales in 2024; the company attributed the disruption to unexpected stock-transfer problems that affected fulfilment and communication during the Christmas period. In Australia, the supplier Davie Clothing Pty Ltd was fined by the Australian Competition and Consumer Commission in 2024 over missing mandatory fire-danger warning labels on children's Kids Beach Oodie garments. New Zealand authorities separately warned Davie Clothing over children's wearable towels that did not meet applicable product-safety requirements. The Oodie is part of Fogarty's wider consumer and e-commerce activities. In 2023, he became a judge, or Shark, on Network Ten's Shark Tank Australia and publicly invested in other businesses, including pet-technology start-up Fydoo. The brand therefore sits within a broader entrepreneurial portfolio rather than being a listed company with publicly disclosed financial reporting. Its current identity remains centered on comfort-led, highly shareable loungewear sold through international e-commerce.

The Oodie emerged in Australia in 2018 as an e-commerce brand focused on a distinctive form of comfort apparel: an oversized wearable blanket with a hood and soft inner materials. The concept translated the familiar blanket into a garment intended for lounging, relaxing, travel, gifting, and casual home use. Its visual simplicity and exaggerated proportions made the product suitable for social-media marketing and recognizable product photography. The business was founded by Davie Fogarty, while reference material describes the wearable-blanket product as having been created by Australian brothers David and Todd Fogarty. Rather than beginning as a conventional department-store apparel label, The Oodie developed through direct online sales. This approach enabled the company to promote products through digital advertising, manage product launches through its own web channels, and sell to customers in several international markets without first building a large store network. The decisive turning point came during the COVID-19 pandemic. From 2020 onward, lockdowns, home working, and increased consumer attention to domestic comfort created favorable conditions for oversized loungewear. The Oodie became increasingly visible in online culture and experienced substantial international demand. Reference material indicates that search interest increased by more than 200 percent in the United Kingdom and globally during this period. The company's reported sales accelerated from the first lockdowns in March 2020, and 2021 brought particularly strong volume, including reported monthly sales of approximately 205,000 units and individual days exceeding A$1 million in revenue. As the category expanded, The Oodie moved beyond its original blanket format. It introduced tracksuit pants and other comfort-oriented apparel, while a 2021 collaboration with UGG Boots Australia added branded boots to the product ecosystem. This reflected a strategy of extending the brand's central promise of warmth and comfort into adjacent categories rather than remaining limited to one hero product. At the same time, the company encountered increased competition from brands such as The Comfy and from lower-priced alternatives. The popularity of the format also created counterfeit and imitation-product risks. The brand's rapid growth brought operational complexity. In commentary published in 2023, Fogarty described challenges associated with counterfeit goods, reliance on online platforms, scaling fulfilment, and protecting the brand's online reputation. He stated that The Oodie had sold more than 8.1 million units and generated more than A$500 million in revenue by that point. In 2024, Forbes Australia reported cumulative sales above A$600 million since launch. These figures are reported estimates rather than the financial disclosures of a listed company. The Oodie and its supplier also became subject to consumer-protection and product-safety scrutiny. Children's Kids Beach Oodie garments were recalled in 2023 after missing mandatory high-fire-danger warning labels were identified. In July 2024, the ACCC announced a A$101,280 penalty against Davie Clothing Pty Ltd in connection with the labelling issue, affecting more than 2,400 items supplied between September 2022 and July 2023. The supplier committed to corrective communications and an Australian Consumer Law compliance program. New Zealand's Commerce Commission separately warned Davie Clothing in 2024 over children's wearable towels that did not meet applicable product-safety requirements. Customer fulfilment also became a visible issue in late 2024. Following Black Friday sales, New Zealand customers reported delivery delays and weak communication. The company attributed the problem to unexpected stock-transfer difficulties that affected fulfilment during the Christmas season. Such incidents illustrate the vulnerability of high-volume direct-to-consumer businesses to inventory movement, seasonal peaks, and cross-border delivery constraints. The Oodie is connected to Davie Fogarty's broader entrepreneurial activities. In August 2023, he was announced as a judge on Network Ten's Shark Tank Australia. He later invested A$250,000 in Fydoo, a start-up developing an automated pet-toilet system, and operates or supports other e-commerce ventures, including Daily Mentor. The Oodie itself remains an active, privately held, comfort-focused e-commerce brand whose identity is anchored by its oversized wearable blanket and pandemic-era rise.

• 2024

  ACCC penalty and wider product-safety scrutiny

  [2]Australian Competition and Consumer Commissionaccc.gov.au

  Davie Clothing receives an ACCC penalty related to children's garment labelling, while New Zealand authorities warn the supplier over children's wearable towels.

• 2023

  Davie Fogarty becomes a Shark Tank Australia judge

  [1]The Oodieen.wikipedia.org

  The founder joins Network Ten's Shark Tank Australia, broadening his public role as an investor and entrepreneur.

• 2023

  Kids Beach Oodie recall

  [2]Australian Competition and Consumer Commissionaccc.gov.au

  Children's garments are recalled over missing mandatory high-fire-danger warning labels.

• 2021

  Peak pandemic-era commercial expansion

  [1]The Oodieen.wikipedia.org

  The brand reports high monthly unit volumes and launches adjacent products, including tracksuit pants and a UGG Boots Australia collaboration.

• 2020

  Pandemic-driven international growth

  [1]The Oodieen.wikipedia.org

  Lockdowns and increased demand for home comfort accelerate awareness and sales in Australia and international markets.

• 2018

  The Oodie is founded

  [1]The Oodieen.wikipedia.org

  Davie Fogarty establishes The Oodie as an Australian e-commerce loungewear brand centered on oversized wearable blankets.

Comfort-oriented, novelty-led direct-to-consumer loungewear emphasizing warmth, softness, oversized design, giftability, and online cultural visibility.

• Loungewear · 2018

  The Oodie wearable blanket

  The brand's signature product is an oversized hooded garment designed to combine the coverage of a blanket with the portability of clothing. Reference material describes versions made with flannel and sherpa fleece, emphasizing softness, warmth, and relaxed domestic use. Its exaggerated shape and comfort-first design became the central visual and commercial identity of The Oodie.

• Children's loungewear

  Kids Oodie

  A children's adaptation of the wearable-blanket concept. The range became subject to product-safety scrutiny in Australia when Kids Beach Oodie garments were supplied without required fire-danger warning labels, leading to a recall and regulatory penalty involving the supplier.

• Loungewear

  Tracksuit pants

  Tracksuit pants extended The Oodie's comfort positioning into more conventional soft apparel. Their introduction represented an effort to build a broader loungewear assortment around the brand's established association with warmth and relaxed home use.

• Footwear collaboration · 2021

  UGG Boots Australia collaboration

  A 2021 collaboration with UGG Boots Australia introduced branded boots, linking The Oodie's comfort proposition with an established sheepskin and cold-weather footwear category.

• 2024

  ACCC penalty over children's garment warnings

  The ACCC fined Davie Clothing Pty Ltd A$101,280 for supplying children's Kids Beach Oodie garments without required fire-danger warning labels. The supplier committed to corrective notices and an Australian Consumer Law compliance program.

  Source

• 2024

  New Zealand product-safety warning

  The New Zealand Commerce Commission warned Davie Clothing over children's wearable towels that did not comply with mandatory safety standards for children's nightwear and limited daywear.

  Source

• 2023

  Kids Beach Oodie labelling recall

  More than 2,400 children's garments were recalled after mandatory high-fire-danger warning labels were found to be missing.

  Source

Read more

• 2021UGG Boots Australia collaboration

  Australia

  The Oodie partnered with UGG Boots Australia on branded boots, using collaboration to extend its warmth and comfort positioning into footwear.

  Outcome. The collaboration broadened the brand's product presence beyond wearable blankets.

  Source
• 2020COVID-19 comfortwear digital growth campaign

  Australia · United Kingdom · Global online markets

  The brand benefited from digital promotion and heightened consumer interest in comfort products during lockdowns. The oversized wearable blanket was positioned as practical homewear and an emotionally reassuring product during a period of prolonged time at home.

  Outcome. International awareness and reported sales rose sharply, making the wearable blanket a recognizable pandemic-era comfort product.

  Source

• 2024

  Respond to children's product-safety compliance issuesOther

  Background

  Regulators identified missing warnings on children's garments in Australia, while New Zealand authorities raised separate concerns about children's wearable towels.

  Action taken

  Affected products were recalled, the supplier issued or committed to corrective communications, and Davie Clothing committed to an Australian Consumer Law compliance program.

  Aftermath

  The supplier incurred an ACCC penalty and received regulatory scrutiny in both Australia and New Zealand.

  ACCC penalty. A$101,280 (July 2024)

  Source

• 2023

  Address e-commerce scaling risksStrategy

  Background

  Fogarty identified counterfeiting, dependence on digital platforms, fulfilment expansion, and online reputation management as important risks to the business.

  Action taken

  The company continued operating as an international direct-to-consumer e-commerce business while publicly discussing the operational challenges of scaling.

  Aftermath

  The comments highlighted the infrastructure and brand-protection pressures created by rapid online growth.

  Source

• 2021

  Expand beyond the wearable blanketProduct launch

  Background

  After the original blanket product achieved substantial awareness, The Oodie sought to broaden its comfort-led assortment.

  Action taken

  The brand introduced tracksuit pants and pursued a footwear collaboration with UGG Boots Australia.

  Aftermath

  The move positioned The Oodie as a wider loungewear and comfort brand rather than a single-product business.

  Source

1. 1The Oodieen.wikipedia.org
2. 2Australian Competition and Consumer Commissionaccc.gov.au
3. 3New Zealand Commerce Commissioncomcom.govt.nz
4. 4Forbes Australiaforbes.com.au
5. 5The Oodie official websitetheoodie.com