Thursday, August 10, 2006

If Da Vinci Designed Denim

Today's WWD profiles a denim brand that is doing something I've always wanted to see in denim: incorporate the golden ratio (purposefully) into their designs. Proportionofblu, started by Terrell Wick and Richard Atkins, will base their patterns, pocket placements, rivet locations, etc on this magical ratio often found in art, science, and nature. The duo are collaborating with Adriano Goldschmied to develop their washes. The fall collection's look will mostly be dark and clean on Japanese denim. Italian-made 18-karat gold rivets and other fancy hardware top it all off.

Wholesale is $95-115 for their four women's styles and two men's styles. Current distribution includes American Rag (LA), Fred Segal (LA), Villains (San Francisco), Barneys New York, and Atrium (NYC).

For those who are not familiar with the golden ratio, which recently got its pop-culture spotlight in Dan Brown's "The Da Vinci Code," here we go: Two quantities are said to be in the golden ratio if the whole (sum of the two parts) is to the larger part as the larger part is to the smaller part. If the headache you just got didn't fully blind you then observe the ratios in the following images and you'll get a decent idea of what it's all about.

For further layman reading I recommend Mario Livio's book "The Golden Ratio: The Story of Phi, the World's Most Astonishing Number."

Despite the poor name choice Proportionofblu's design philosophy makes me want to check them out. I'll try to get us some pics.

Proportionofblu Website

WWD Article (Subscription Required)


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