Phi's Resort 2010 Collection

Andreas Melbostad, creative director for Phi, really didn't do anything out of the ordinary for the new collection. He says that he added a "little bit of an escape" into the label's urban look, obviously in a very subtle way. I wasn't thinking about blogging about this collection until I read that Andreas was trying to keep the looks more affordable and that 85% of the collection will retail for under $1000. Many designers aren't, but it's always nice to see ones who really are taking the economy into account.