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Can a Nepo Baby and Climate Activist Fix Fast Fashion?
Co-founded by Phoebe Gates and Sophia Kianni, Phia is a buzzy new shopping assistant that uses AI to surface secondhand options and compare prices across thousands of platforms. The extension promises to make shopping more affordable and less time-consuming. Still, its affiliate-based business model and data collection practices raise bigger questions about convenience, ethics, and consumer behavior. In this piece, we discuss how Phia works and whether its tech-driven solution solves the problem or just repackages it.