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.

85,000+ 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.

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