Unf*ck fashion
9 years in the making.
2016 was pretty crazy. Nothing trumps Trump 1.0, but we did also launch the future of fashion that same year: Citizen Wolf (the brand) powered by Magic Fit (the technology). Cognisant that our mission to unf*ck the fashion industry cannot be achieved alone, Magic Fit was spun out as a separate business in 2025.
Citizen Wolf is our "live" R&D lab.
We're the perfect partner because we've lived DTC fashion for 9+ years: we understand CPM, CAC, AOV, CRO and all the other three-letter acronyms. To this day Citizen Wolf continues to be our "live" R&D lab for experimental features across our tech stack.
Layers of technology.
The Citizen Wolf tech stack consists of three separate layers that combine software and hardware: Magic Fit, MTM Patternmaker and a world-class made-to-order apparel factory in Sydney, Australia.
100,000+ custom-fit garments made with Magic Fit.
The factory was critical to move beyond theory into the practice of algorithmic fit. Citizen Wolf is the only fashion-tech in the world that can accurately go from biometric data input to finished custom-fit garment in less than 1 hour.
Proudly built in Sydney
65 Marrickville Rd
Gadigal Land
Marrickville, NSW 2204