Listen to the full interview from the NORA Podcast Stage here, with a huge thanks to Mal Chia for the interview, and Gareth and the team at NORA for the invitation to speak:
The Origin: Citizen Wolf and a Broken System
Magic Fit didn’t begin as a tech company. It began inside Citizen Wolf, the Australian fashion brand Zoltan co-founded nine years ago with a simple insight: the clothes we wear every day fit us the least well, while the garments made for life’s special occasions fit us perfectly.
The result was a radical decision: to build a Custom-Made-To-Order fashion brand powered by technology. No standard sizes. No overproduction. No waste from garments destined for landfill before they ever reached a customer’s wardrobe.
But to do that, Citizen Wolf needed a new way of understanding the human body — one that didn’t involve tape measures, tailor appointments or friction.
That need became the foundation for what eventually evolved into Magic Fit.
What Magic Fit Actually Does
Magic Fit uses just height, weight, age and bra size (for women) to mathematically model the human body. Originally created to power Citizen Wolf’s custom garments, the algorithm has now been adapted for mainstream fashion brands using standard size breaks.
The result? Customers get size confidence in just two clicks, which Zoltan argues is the secret to unlocking better eCommerce performance:
- Conversions up 31%
- Average order value up 13%
- Returns down 20%
These aren’t theoretical numbers. They come directly from Magic Fit’s pilot partners including Zorali, Kowtow, Outland Denim and LSKD.
In one example, Magic Fit generated $30,000 in incremental revenue in a single month for a brand — with zero new customers and zero extra traffic. Purely from giving shoppers confidence to buy.
Why Traditional Size Guides Don’t Work
As Zoltan explains in the interview, online size guides were created because customers couldn’t access fitting rooms. But the industry never innovated beyond the impenetrable tables and diagrams we know today.
Most people don’t know their body measurements. Most don’t own a tape measure. And very few understand whether a size guide refers to body dimensions or garment dimensions. The result? Guesswork, anxiety, over-ordering and inevitable returns.
Magic Fit removes that guesswork entirely. No body typing. No questionnaires. No “choose which of these shoulder shapes looks like yours.” Just pure data science, trained on more than 100,000 Australian bodies.
The Magic Fit Advantage for Brands
Where Magic Fit is especially powerful is in its impact on both customer experience and operational efficiency.
For customers, it removes a major pain point at checkout: “Will this fit me?”
For retailers, it unlocks new insights that have never been available before:
- When customers can’t buy because their size is out of stock
- When your size range excludes certain body shapes entirely
- Which styles are driving the most confusion or returns
- How altering your grading could expand your addressable market
Over time, Magic Fit will enable brands to make better production and inventory decisions using actual body data — not assumptions.
Put simply: fewer returns today, and smarter supply chains tomorrow.
From Fashion Brand to Technology Platform
The decision to spin Magic Fit out of Citizen Wolf wasn’t just strategic — it was necessary. After nearly a decade of building a sustainability-led fashion brand, the founders realised the technology they had built could have far greater impact beyond their own label.
As Zoltan admits in the interview, “We can’t change the fashion industry as a single brand out of Sydney.” But a technology layer that solves sizing for everyone? That’s a different story.
Magic Fit is now on its way to becoming the default sizing standard for the next generation of apparel brands — from outdoor and athleisure to streetwear and womenswear.
The Future of Fit
Looking ahead, the roadmap for Magic Fit goes far beyond recommendation widgets. The team envisions:
- Style-level guidance (“This silhouette will suit your body shape better.”)
- Improved size range planning based on real customer demand
- Better sustainability outcomes driven by fewer returns and smarter production
- Global body data insights to help brands serve new markets more accurately
All of it begins with a single, deceptively simple promise: giving every shopper confidence that their clothes will fit.
If you’re a fashion brand looking to increase conversions, reduce returns and finally fix fit, Magic Fit is now live and onboarding new partners.
Want to see what Magic Fit can do for your brand?
Book a demo today.