Made to measure with Magic Fit®

Faster and more accurate than a human tailor, Magic Fit® used advanced maths to make custom made easy.


Your height determines how long we make your Tee (obviously), but also sleeve length.


When combined with height and age your weight helps us predict body shape which can be qualified in the next step.


Your age qualifies weight because older bodies are different. Age is also statistically significant when calculating your waist, hip and bicep.


Your bra allows us to account for bust and is also statistically significant for predicting your hips.


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Short Crew


100% Certified Organic Cotton 'Light' 110 GSM

Our lightweight organic cotton is grown and spun in India before being knitted in Melbourne at 110 gsm. Perfect for the Aussie summer it's ultra soft and naturally breathable with a luxurious drape as well as being Global Organic Textile Standard (GOTS) certified.

Please note we only offer dark colours in this fabric which are guaranteed opaque, because on lighter colours (inc. white) it can become semi-sheer.

100% Certified Organic Cotton 'Everyday' 145 GSM

Our 'everyday' organic cotton is grown and spun in India before being knitted in Melbourne at 145 gsm for the ultimate year-round weight.

It's incredibly soft, naturally breathable and washes like a dream as well as being Global Organic Textile Standard (GOTS) certified.

100% Certified Organic Cotton 'Heavy' 180 GSM

Our heavier organic cotton is grown and spun in India before being knitted in Melbourne at 180 gsm, perfect for winter layering.

With an amazingly soft handle and just as breathable as the 145 gsm, the extra weight provides more stability and durability as well as being Global Organic Textile Standard (GOTS) certified.

55% Hemp / 45% Organic Cotton

Hemp is the planet-friendly miracle fibre produced from the stem of the cannabis plant. Biodegradable and naturally organic requiring zero pesticides or herbicides, hemp also uses 50 percent less water than cotton.

With a visible texture similar to pure linen our 210 gsm weight is blended with organic cotton for softness to achieve the perfect balance between opacity, breathability and UV resistance making it ideal for the long hot Aussie summers.

100% Superfine Non-Mulesed Merino Wool

Our 17.5 micron 'superfine' pure merino wool is single-origin sourced from happy sheep 300km west of Sydney before being knitted in Melbourne. How do we know they're happy? Because we exclusively buy certified cruelty-free 'non-mulesed' wool.

The extra-long staple ewe's fleece makes a 150 gsm cloth that is softer, smoother and more resistant to pilling than regular merino and feels like true luxury against the skin.

Fuchsia is the formidable lovechild of pink and purple – the polar opposite of a pastel, it's intense and unmistakable. At the same time it’s hard to categorise, as much at home on Grandma's bedspread as it is on a tech startup logo.

So flaunt your fine fettle in fuchsia, because gendered colour doesn't live here!


Back to the Fuchsia


Native Americans used the root of this plant to create a black pigment used for colouring wool. The Maori used the blue pollen from the flowers for make-up, while in Japan, this flower is the symbol of good taste.

As well as a colour, Fuchsia is a global posse of flowering plants (over 100 species), with a blossom that's blooming lovely. You know the one – you've seen it hanging in planter baskets, possibly even at Grandma’s place. Otherwise known as ‘lady's eardrops’, Fuchsia flowers are the quintessential English country village vibe with a shock of colour drooping over a dark purple middle.

They only last a few days, but grow all over the world and are so hardy that even failed green thumbs can't kill them. These tough shrubs can keep on keeping on during multiple British winters and still flower every year. No wonder the aptly named British Fuchsia Society sings their praises.

Monk/Botanist is a unique job description (and probably the very first slashy), but such was Frenchman Charles Plumier's pastime. A member of the Roman Catholic Order of Minims, Plumier went on no less than three expeditions to the Greater Antilles: the group of Caribbean Islands including Cuba, Puerto Rico, Hispaniola, and Jamaica. Between 1696-1697, on the island of Hispaniola (Haiti today), he documented a new genus of flower which he named Fuchsia Triphylla, after the German botanist Leonhart Fuchs.


Pink And You'll Miss It


​​Another interesting and very cool finding is that there’s a certain type of brown dwarf star known as Spectral Class T, which scientists are fairly sure glows with a magenta light due to its chemistry.

While fuchsia finds its fame in flowers, in paint and print the same hue is more commonly known as magenta.

In 1859, French Chemist François-Emmanuel Verguin shook up the art world with the emergence of the first synthetic aniline dye, which he called Fuchsine.

Around the same time, the Italians and Austrians went to battle in the town of Magenta, where the Italians (and their French allies) took victory. Tasked with naming their new purple dyes, some British manufacturers wanted something popular in the public dialogue. It could've been because early sales were in army uniforms, or it could've been political – who knows? What's certain is that names of famous battles were in vogue – so the very same colour was rebranded magenta.

From there, the so-called 'purple rash' spread throughout the world, and the fashion industry in particular. It was so in demand that Harvard even switched its collegiate colour from crimson to magenta for a short time.

To this day, magenta remains an entrepreneurial colour, a resounding commercial success and a heavy hitter on the colour wheel.

 The Visible Light Spectrum Radiation Wavelengths | Citizen Wolf

Whilst fuchsia and magenta are assigned the same hex code for the screen, it’s a little different in print. On paper fuchsia bats more for purple, while magenta tends more towards red.

Regardless of which way it tilts on the colour wheel, fuchsia (aka magenta) is keenly confident. This makes it a valuable colour in design because it works well with black, lime green, yellow, orange and even grey. You can't ignore magenta – it demands attention – and it’s this conviction that brands love to employ – think Cosmo’s masthead or the Sex and the City logo.

But even though it's a commanding colour, technically you can't see it.

That’s right. Magenta has no wavelength ascribed to it in the visible light spectrum. Rather, it’s your brain seeing both red and violet light at the same time, and inventing the halfway hue we know and love.





The Art Of Colour


Fauvism was a period of experimentation, and it left a major impression on pictorial composition and study for the rest of the 20th century. It led to artists questioning the role of colour and broadened the representation of reality and paved the way for the first artists to delve into the realm of abstraction.

More than half a century after fuchsine was invented, Paul Gauguin famously used magenta to paint a brilliant bodice in his portrait of Marie Lagadu in 1890. Then a few years later, the Fauvists exploded onto the art scene, using colours like magenta as an expression of freedom, along with other non-traditional colours.

Fauvism refers to the short period between 1905-1910 and a group of artists who sought to shock and stir audiences. Henri Matisse and André Derain held an exhibition showing the fruits of a summer working together in the South of France and on seeing their pieces, an art critic minted the name 'Les Fauves,' meaning 'the wild beasts.'

Brave, non-lifelike emotive colours, untamed, free pats of paint, simple shapes and vigorous brushwork. Their works had the stamp of a new movement, using colours in a way that didn't necessarily reflect real life.

To the Fauvists, the sky is not always blue, and the grass is not always green – instead, they used colours to articulate emotion.

This artistic freedom essentially transformed the purpose of colour in art. Free from their conventional assignment, colours began to control creative expression, taking on a role beyond likeness. Still figurative and identifiable, the Fauvists laid the groundwork for the abstract expressionist movement of the 1940s and their detonation of colour which would eventually shake the very foundations of art.


The Fuchsia is Now

You can’t be melancholy when you fix your gaze on fuchsia – it’s inherently enlivening, assuring, motivating and a little bit racy. It’s bright and bold with a got-your-back thing going on. Carry off the colour of confidence and flaunt the fact you did it your way with a Magic Fit® Tee in limited edition Fuchsia.





The Short Scoop Womens Magic Fit® Tshirt in Fuchsia
The Relaxed Short Pocket Crew Mens Magic Fit® Tshirt in Fuchsia