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Brand to Watch: PHI

Posted in Style
by Johanna Andersson on 20 February, 2019

It makes no sense starting a fashion brand (or business of any kind) today if it’s not run with a sustainable agenda. Camilla Modin Djanaieff seems to agree, as the long-time agency partner and communications consultant turned designer just declared her commitment to environmentally responsible fashion through the launch of new Swedish label PHI. The brand name adverts to the Greek letter Phi and the golden number or ratio, 1.61803399, which is said to create a sense of harmony between balance and beauty in life, and universe.

“There is a need for immediate change in the way we create, shop and discard fashion. In our current climate, we must consume more consciously and invest in garments long-term, putting our focus on high quality rather than fast-fashion quantity”, says the brand founder and designer. “I created PHI based on my commitment to sustainability. My desire is to create a respectful and environmentally-friendly brand that speaks to my lifestyle.”

Wishing to contribute to social sustainability as well, Camilla opts to work under nothing but the best labour standards, and gives 5% of profit to the Trygga Barnen charity organisation.

The PHI collection is made up by trans-seasonal garments and accessories – sweaters, vests, a hat and scarf – made in Italy from the finest organic and recycled wool and cashmere. One of the line’s signature features is the classic stripe – much like the nautical Breton stripe made popular by Coco Chanel in 1917 – together with the embroidered logo and corozo buttons (made from the nuts of the corozo palm tree). It’s all timeless pieces made to last, and will most likely to be worn and loved for a very long time by their owners.  

Visit Phi here and follow them here.


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