Our Story

At f by φ, we believe in feel-good fashion and thoughtful interiors. Founded in 2019, our concept store is more than just a shopping destination—it's a carefully curated space where fashion, design, and community come together.

From timeless wardrobe staples to beautifully crafted home pieces, every item in our store is chosen with purpose. We focus on effortless style, quality craftsmanship, and pieces that inspire confidence—whether it’s a dress that moves with you from day to night or decor that turns your space into a sanctuary.

Over the years, f by φ has evolved from a cozy boutique with a café into a brand that champions self-expression, sustainability, and feel-good experiences. We’ve hosted everything from yoga sessions and mindfulness gatherings to artisan workshops and pop-ups, always staying true to our vision of creating a space where people connect, explore, and celebrate creativity.

Today, our passion extends beyond our physical store. With worldwide shipping, we bring our carefully selected collections to customers across the globe, from Canada to Thailand, the US, and throughout Europe.

Welcome to f by φ—where fashion meets feeling good.

✨ Shop online or visit us in-store.