A Golden Sales Pitch

By Julie Rehmeyer, 15:57 PM April 15, 2008

Can mathematics sell blue jeans? One company is hoping so.

The ProportionofBlu is a Los Angeles–based vendor of blue jeans designed to incorporate the celebrated golden ratio. The golden ratio is approximately 1.618:1, and it's defined as the ratio a : b such that a/b = (a + b) / a. Many have claimed that the golden ratio has divine, mystical, or highly aesthetic properties.

The company says that the ratio was used to design details such as the curve of the front pocket, the proportions of the...

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