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CMKGYRS

Made to measure with Magic Fit®

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

Gender

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

CM
Height

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

KG
Weight

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

Date
D.O.B

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

AU
BRA


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98 CM TORSO
98 CM BICEP
98 CM CHEST
98 CM WAIST
98 CM HIGH HIP
98 CM BUM

Tell us what makes your body unique and we'll adjust your Magic Fit® to be just right.


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Made in Australia.

Ethically certified.

48% less carbon.

Sustainably made on-demand.

B Corp certified.

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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.


Swatch pack includes all fabrics and free shipping


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.


Swatch pack includes all fabrics and free shipping


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.


Swatch pack includes all fabrics and free shipping


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.


Swatch pack includes all fabrics and free shipping


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.


Swatch pack includes all fabrics and free shipping


Unequivocal ethics, true sustainability, and transparency are integral to our brand here at Citizen Wolf. Unfortunately, those values are rare in an industry defined by greenwashing and marketing that sounds legit, but on closer inspection, doesn’t stack up and is nothing more than hot air. 

To 'greenwash' is to purposefully mislead consumers into thinking your brand and product is better for the planet than it really is. It's making your marketing sound eco-friendly, instead of changing the business model (including product) to actually be eco-friendly.

This is a really big problem right now - nearly 50% of companies investigated in Europe earlier this year made sustainability claims that were "exaggerated, false, or deceptive."

To help you get to grips with greenwashing, here’s a list of ‘good’ things commonly used to mislead you into thinking they’re better than they really are…

 

#1 - "WE ENSURE THE PAYMENT OF MINIMUM WAGE."

Minimum wage doesn't equate to a liveable wage in a lot of places | Citizen Wolf

The fact is that minimum wages in some parts of the world do not meet living wages.

This statement is entirely qualified by the country the garment worker lives in. Leaving out this pretty crucial bit of info is not only misleading, but unethical in its own right.

The fact is that minimum wages in some parts of the world do not meet living wages. This means that a garment worker paid minimum wage may not be able to cover the cost of necessities like food, water, shelter and medical care.

This statement can sound ethical, and if you don't criticise it too much, can be a big tick in the "this brand does good things" column. But in reality, the brand is sneakily trying to turn a bug into a feature.

In order to avoid this contradiction, Citizen Wolf became Ethical Clothing Australia certified, meaning we've proven that our staff are paid fairly. Not to mention, we own our own factory right here in Sydney – this is really important because it means that we control how the people who make your Tees work, and how they’re paid. Plus, we also voluntarily opted into the Modern Slavery Act just to double down.

 

#2 - "WE USE RECYCLABLE MATERIALS."

Plastic is still Plastic | Citizen Wolf

A recyclable plastic bottle is still a plastic bottle - and if it ends up in our oceans, it'll reap the same kind of damage as virgin plastics.

This one's popping up a lot lately. 

In general, a lot of different kinds of plastics can be recycled - but that doesn't mean they will be recycled. Nor does it suddenly make plastic sustainable (which it isn't).

Using the term 'Recyclable' can often be an intentional misdirect to confuse people into thinking that the product is made from recycled material. Very different.

A recyclable plastic bottle is still a plastic bottle - and if it ends up in our oceans, it'll reap the same kind of damage as virgin plastics.

 

#3 - "WE'RE COMMITTED TO TRANSPARENCY."

Transparency doesn't mean much without the ethical foundations to back it up | Citizen Wolf

Fast fashion brands often use this one to seem like they're doing much better than they really are...

Obviously, transparency is a good thing - it's part of the reason we're writing this blog post – it's super important, but it doesn't mean much without the foundation to back it up.

A brand could commit to being transparent, and could actually be transparent in their communication, yet they could still be completely unethical and unsustainable. This often gets said, and then gets completely ignored. 

Fast fashion brands often use this one to seem like they're doing much better than they really are when it comes to these issues.

 

#4 - "WE HAVE STRONG RELATIONSHIPS WITH OUR SUPPLIERS."

Strong relationships with suppliers doesn't mean much if the supplier is unethical and exploitative | Citizen Wolf

Having a strong relationship with your supplier doesn't automatically make them ethical.

Most brands have 'strong relationships' with their suppliers - it's how you build and sell a good product in the first place.

Again, this is an issue of "this thing = this other thing" without any evidence to back up that claim. Having a strong relationship with your supplier doesn't automatically make them ethical. And if the supplier that you’re such good pals with is unethical, well that's nothing to brag about.

Brands that use this claim should provide more information by publishing a list of their suppliers, so anyone can research the (often nebulous) claims.

 

#5 - "WE USE ORGANIC FABRICS / MATERIALS."

Brands claiming organic materials often don't meet certification requirements | Citizen Wolf

Certification isn't just a marketing tool, it holds brands accountable for their practices.

Don't worry, we aren't ragging on organic fibres – we love and use them exclusively, and they form a really big part of our business. 

Unfortunately, a lot of brands that say this either can't meet the requirements of certification to say they use organic materials, or haven't bothered to go through the process of becoming properly certified. Certification isn't just a marketing tool, it holds brands accountable for their practices.

This can be worrying, since it's been documented that false organic textiles claims are a real problem - not only misleading for you, but it also hurts brands like us that are doing the right thing.

 

#6 - "OUR SUPPLY CHAIN IS REGULARLY AUDITED."

Supply Chain audits only matter if the brand provides information about the audit itself | Citizen Wolf

Just BEING audited doesn't make a supply chain ethical.

Much like the transparency issue outline above, this only scratches the surface. Has your brand been independently audited? What have the audits found? 

The content of the audit, and its conclusions, are more important to the consumer than the simple fact your brand has been audited at all. Plus, most audits only capture a single snapshot in time, and whilst everything might have been A-OK on the day of the audit, what’s happening on the other 364 days of the year?!

Just BEING audited doesn't make a supply chain ethical. So, if a brand isn't sharing what audits actually find, this means very little.

 

#7 - "MADE WITH SUSTAINABLE MATERIALS."

Unless its made-to-order, sustainable materials don't mean anything | Citizen Wolf

If you're making a massive amount of Tees and one in three end up heading straight to landfill, no material can make that sustainable.

It's pretty well documented now that ~33% of clothing made every year gets sent straight to landfill, unsold. This is mainly due to  imperfect forecasting of future sales, mixed with economies of scale and the high minimum quantities in most factories.  The net result is that most brands make way more clothes than they can ever sell.

So while sustainable materials are excellent - they only make for a truly sustainable garment if they’re made to order. If you're making a massive amount of Tees and one in three end up heading straight to landfill, no material can make that sustainable. You need to ask brands not only about their materials, but whether their business model contributes to the landfill crisis.

 

FASHION NEEDS CHANGE.

Citizen Wolf is re-engineering the way clothes are made at scale to be both custom fit and carbon negative. T-shirts are our proof of concept with everything made on-demand in Sydney within seven (7) days in our state-of-the-art factory which is also our shop and open to the public.

Distilled from 196 million data points, our proprietary Magic Fit® technology replaces the measuring tape with simple biometrics to automate the process of tailoring from home. Magic Fit® needs only your height, weight and age (plus bra for women) to create a 94% accurate mathematical model of your body which we use to create custom-fit garments faster and more accurately than a human tailor. 

Because we make only what we sell and send nothing to landfill, Citizen Wolf produces 48% LESS carbon than the legacy fast fashion equivalent. But we go five steps further to be truly carbon negative by offsetting five (5) kg of carbon for every one (1) kg created via Verified Carbon Standard accredited forestry projects in Tasmania. We are also proudly Ethical Clothing Australia certified, plus we’ve opted into the federal Modern Slavery Act.

Citizen Wolf won Gold at the Good Design Awards (2019) and ‘Innovation Champion of the Year 2019’ (2019) at the National Retail Association Awards, as well as being named one of Vogue’s ‘Future Sixty’ agitators (2019) – “set to define the coming years” and #7 on RagTrader’s Tech 20 list of the most influential people in online fashion (2020).