Australian sustainable fashion brand Citizen Wolf wows customers with bespoke technology
An Australian trio are changing the fashion industry with their ingenious clothing company that creates bespoke ‘perfect’ t-shirts – and they’ve made $3.5million in just a few years.
Zoltan Csaki and Eric Phu co-founded Citizen Wolf and, with the help of engineer Rahul Mooray, developed a unique technology, Magic Fix, which accurately predicts a t-shirt’s measurements based on its age, its size and weight.
Since launching Citizen Wolf in 2016, the trio have sold over 50,000 t-shirts and creating the algorithm has set a new bar for the sustainable fashion industry.
Eric Phu, Zoltan Csaki and Rahul Mooray (pictured LR with their dog Maggie) are the masterminds behind sustainable fashion brand Citizen Wolf who use cutting-edge technology to create bespoke t-shirts
“There are no dates, no tape measures, no body scans, and there are no embarrassing photos you have to upload in your panties (yes, there are websites that ask you),” Ms Csaki said.
“Everything is made in seven days in our own ethically certified factory right here in Sydney, which is open to the public.”
A third of all clothing created each year ends up in unsold landfills, which Csaki says is an “indirect result of companies wrongly guessing what they think people might want to buy at home.” coming”.
In the early days of Citizen Wolf, Mr. Cski and Mr. Phu spent 18 months measuring people by hand and manually cutting out more than 2,000 t-shirts to build their dataset.
Mr. Phu and Mr. Csaki have used their expertise to come up with a zero waste solution to the fashion industry’s impact on the planet.
In the early days of Citizen Wolf, the pair spent 18 months hand-measuring customers and manually cutting over 2,000 t-shirts to build their data set.
Their tireless and painstaking work helped lay the foundation for Magic Fix which was developed by Mr. Mooney in 2017 and uses 196 million data points and measurements to fit any body type.
“The first layer is a statically averaged dataset of lots of bodies around the world, and then additionally, the data Eric created helped us know how a t-shirt should fit different body shapes,” Mr. Mooney told FEMAIL.
“The last layer is that we always ask for ratings from every person who buys a t-shirt from us because they know themselves best. This entry is important because you can be the same height, weight and age, but if someone says they swim five times a week, we know to adjust the measurements.
The result is incredibly precise personalization with 94% accuracy, all while knowing only a person’s height, weight, and age.
Mr. Csaki says, however, that the concept is often met with skepticism by potential customers.
Their tireless work helped lay the foundation for Magic Fix, a technology that creates incredibly accurate custom t-shirts for customers simply by knowing their age, height and weight.
“People don’t want to imagine that they can be reduced to three or four variables,” he said.
“We stand on the shoulders of giants and on proper scientific research. We took that, then we turned it into something, turned it into clothing, and it became special.
Citizen Wolf has a short supply chain, with 86% of its fabric knitted in Melbourne and all garments produced in its factory and store in Marrickville which keeps its garments at accessible prices starting at $79.95.
Although Mr. Csaki acknowledges that it may be steep for some for a t-shirt, he hopes customers can see the value in their enduring business model.
The t-shirts are made by seamstresses at the Citizen Wolf store and on-site factory in Marrickville, Sydney, which customers are welcome to visit seven days a week.
Citizen Wolf has a short supply chain, with 86% of its fabric knitted in Melbourne and all garments produced in its factory which keeps its garments at accessible prices starting at $80.
“Everyone wants to do the right thing and buy in a sustainable and ethical way, but you come to checkout and a t-shirt is $250 and there aren’t a lot of people who can spend that,” said he declared.
“So many clothes are priced incorrectly in the first place, say $10 – their supply chain is exploited, there are people who aren’t being paid properly, and the planet is paying an environmental cost.”
Clearly striking a chord with Australians in the sustainable fashion market, Citizen Wolf has made $1.3 million of its $3.5 million in overall sales over the past 12 months.
The company also offers free repairs for life, believing that fashion should last a lifetime and not end up in landfill.
The trio started crowdfunding as they now aim to create more shirts as well as knitwear and even jeans to order with their precise algorithm and expand Citizen Wolf globally.
“Citizen Wolf has been a brand of t-shirts only, but it was never about t-shirts. They were just the first concept of the technology and the system that we created and to prove without the shadow of a doubt that making-to-order is not just viable for the customer but as a business,” said Ms. Csaki.
“Australian companies punch above their weight in terms of innovation and we are really keen to continue this story and change the fashion industry for good.”