The answer is: The golden ratio.

Had you heard of it before Phi 1.618 exposed it? Do you know the specifics of this concept? Yes? No? We explain it to you simply in this article dedicated to the golden ratio. You will find out why and how it is such a central part of our brand.


The golden ratio is represented by the Greek letter Phi and is written numerically 1.618. This proportion has always been present in nature and can be found in a wide variety of flowers, seashells, etc.


It is said to be a representation of mathematical perfection that has been derived from nature and used by man to create the purest and finest creations. What is more inspiring than nature?

It was the Greek Phidias (hence the name Phi) who first materialized it in the Parthenon. Then, Fibonacci "mathematized" it in his famous sequel.


Here at Phi, the golden ratio inspires all of our creations. Our classic Phi belt is tied like the lowercase Greek letter Phi. Our bags are inspired by the shapes of the golden ratio found in nature, such as the nautilus for our Philae bag.


Some of our favorite examples of this "divine proportion" as the cathedral builders called it include the Nautilus, Notre Dame de Paris, the Vitruvian Man and Leonardo da Vinci's Mona Lisa. Do they remind you of some of our creations?


For the maths brains, here is the formula of the golden number Phi ;)


December 17, 2020