--- description: Find out why Phia is on TIME's list of 2025's best inventions. title: Phia: The Best Inventions of 2025 image: https://static.time.com/v3/assets/bltea6093859af6183b/bltab4aeae9cf679650/6998ca89f1b0820f006f1c3b/phia-TIME-best-inventions-2025.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 --- Oct 09, 2025 # Phia A smart fashion friend by [Nina Derwin](/author/nina-derwin/) ## Nina Derwin Update your preferences in [Account Settings](/account/preferences/) Close  Courtesy Phia Online shopping is overwhelming, and it’s tricky to weigh the pros and cons of prices, quality, and environmental impact. Enter Phia: a free, AI-powered shopping assistant co-founded by former Stanford classmates Phoebe Gates (Bill and Melinda’s daughter) and Sophia Kianni. Phia’s user-friendly interface, available on iOS and as a Google Chrome browser extension, compares prices for new and used clothing, shoes, and accessories with one click. It also provides insight into how certain brands hold value in the resale market to help shoppers discern when to buy secondhand. Since the platform’s launch in April, Phia has garnered over 500,000 users and 5,000 direct brand partners. These are independent reviews of the products mentioned, but TIME receives a commission when purchases are made through affiliate links at no additional cost to the purchaser. ```json [{"@context":"https://schema.org","@type":"Article","@id":"https://time.com/collections/best-inventions-2025/7318324/phia/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/collections/best-inventions-2025/7318324/phia/"},"headline":"Phia","datePublished":"2025-10-09T11:00:17.000Z","dateModified":"2026-04-13T11:54:50.180Z","description":"","url":"https://time.com/collections/best-inventions-2025/7318324/phia/","keywords":["Tech","E-Commerce","list","franchise","Magazine","best inventions","Special Project","sponsorshipblock","Accolades","Best Inventions 2025"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/bltab4aeae9cf679650/6998ca89f1b0820f006f1c3b/phia-TIME-best-inventions-2025.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Nina Derwin","jobTitle":null,"url":"https://time.com/author/nina-derwin/"}],"creator":"Nina Derwin","articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/bltab4aeae9cf679650/6998ca89f1b0820f006f1c3b/phia-TIME-best-inventions-2025.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/time-section-tech/","name":"Tech"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/collections/best-inventions-2025/7318324/phia/","name":"Phia"}}]}] ```