When you pull on a Citizen Wolf T-shirt, odds are it will be the most comfortable, best-fitting piece of casual fashion you’ll ever own. It’s also helping to save the face and future of the fashion industry – one T-shirt at a time.

Shamefully, fashion is the second most polluting industry on the planet – and most of us are guilty of feeding the beast. But Citizen Wolf is looking to change that. In this episode of Telltale we speak with the co-founder of sustainable fashion brand Citizen Wolf, Eric Phu. The casual clothing brand makes custom, tailored, handmade outfits for its customers but also focuses on creating a sustainable business with a low environmental impact.

But it didn’t start that way.

Eric explains that the problem Citizen Wolf aimed to solve was customising and tailoring clothing to ensure a proper fit and a long-lasting, high-quality garment. It just happened to be a byproduct, he says, that the brand’s process focused on doing so sustainably. But it’s an important point of difference.

He says fast fashion is the reason behind the industry’s high-polluting reputation, and Citizen Wolf’s ethical fashion label offers a whole lot more than the usual perception of slow-fashion brands, such as the idea that ethical clothing “means wearing something that looks like a potato sack”. And recent show War on Waste has helped bring the message firmly to the fore.

Eric delves into how the audiences for his products aren’t all about sustainability, and that great quality, amazing fits and beautiful clothing are at the centre of their core offering – it just so happens that their clothes don’t add to the pollution problem. He also discusses how technology, partnerships and clever marketing have combined to put Citizen Wolf’s fashion offering on the lips of some of Australia’s biggest fashion names.

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