ProportionofBlu: Focus on Fit
The designers behind the new premium-denim brand ProportionofBlu aren’t employing the Golden Rule in their designs, but they are applying something known as the Golden Ratio.
The Golden Ratio, which can be traced back to the Greek philosopher Euclid, is recognized as a fundamental component of aesthetically pleasing objects. Found in nature, it was used in creating the Parthenon in Greece, the pyramids in Egypt and Leonardo da Vinci’s “Mona Lisa” painting. The ratio is expressed mathematically as 1: 1.618, continuing on into infinity and never repeating.
Terrell Wick and Richard Atkins employed the Golden Ratio in designing the pockets, waistbands and rise of their denim collection. Atkins has been fascinated with the Golden Ratio for years, and Wick loves numbers and mathematics. They studied and worked with the ratio for months before designing the first garment.
“Richard and I have fashion backgrounds, and we both love denim,” Wick said. “The Golden Ratio complements every aspect of our design, which allows us to stand apart in all the F’s: fit, fabric and finishing.”
Wick and Atkins met by chance in Shanghai and realized they had similar design sensibilities. Wick studied fashion at the Academy of Art College in San Francisco and Studio Berccedil;ot in Paris and has a photography degree from the Art Institute of Seattle. Atkins counts the University of Central England and Vivienne Westwood Studios as highlights on his resume.
“We spent a long time in development [for ProportionofBlu] and held back in launching until we felt we had accomplished our vision,” Wick said.
For Fall 2006, the premier collection includes six styles offered in two washes: a straight-leg “boy fit” selvage jean, a straight-leg jean, a skinny jean and narrow flap-pocket jean for women, and a slimcut style and skinny jean for men. According to Wick, the denim finishes are executed with Italian designer Adriano Goldschmied, and the 18-karat gold–- plated hardware from Italy was specially created for the line.
Additional washes are being offered for Holiday 2006, as well as short- and long-sleeved T-shirts for both sexes. For Spring 2007, the line will be expanded to include tops, bottoms and suiting for men and women.
ProportionofBlu is produced in California; its corporate office is in San Francisco. Wick is based in Los Angeles, and Atkins lives in Shanghai but spends time in California.
Villains Vault and Rolo in San Francisco and Stacey Todd in Los Angeles placed orders for women’s and men’s styles. Fred Segal Santa Monica will carry men’s. Wholesale prices range from $95 to $115, with retail ranging from $220 to $260.
“Our target is men and women who appreciate a design aesthetic and quality in their lives and shop accordingly,” Wick said. “But more important, we want everyone in our jeans feeling great about how they look and feel, and I know that our design accomplishes this.” —Dena Smolek
