Tory Burch Fitbit Accessories
Diane von Furstenberg isn’t the only designer willing to throw her name into the wearable tech ring. Tory Burch, who is best known for her accessories, is joining with Fitbit for a capsule collection of fitness and sleep trackers. Bringing her singular style to the realm of fashion technology marks a huge shift for the world of fashion tech, which many consumer see as a geek-only realm. By blending fashion and the function of the Fitbit — which already has a huge following — both Burch and Fitbit hope that the masses start to embrace functional fashion.
“Wearable technology is an exciting new category, and we’re [pleased] to be partnering with Fitbit to offer a unique collection of accessories that transform the fitness tracker into a stylish piece of jewelry that is versatile enough to go from day to evening,” Burch told WWD.
Tory Burch Fitbit silicon bracelet
The collection includes three pieces, all of which house the Fitbit Flex, a tracker that can monitor your activity and sleep levels and transmit them to an app — metrics recorded include steps taken, distance, calories burned, active minutes and sleep minutes. Burch’s trademark open fretwork is featured on both a cuff and a pendant necklace. Burch also lent her signature prints to silicon bracelets. You can move your Fitbit Flex from one accessory to another, letting you switch up your look or just be more subtle about your fitness tracking if you’re wearing say, a cocktail dress.
Both Burch and Fitbit hope that these new designs will encourage users to wear their trackers 24/7, even if they’re headed out on the town, so that they’re encouraged to track their activity levels and make healthier choices (That walk home is always touch and go if you’re wearing heels, but think of the calories burned!).
“From Day One, we’ve known that the form factor is crucial to creating a health and fitness tracking device that will fit into people’s lifestyles and become truly ‘wearable,’” said James Park, chief executive officer and cofounder of Fitbit. “We designed [Fitbit] Flex with this in mind, but our partnership with Tory Burch has taken wearable-device fashion to another level, transforming our Flex tracker into an elegant accessory. The user might have one Fitbit and multiple accessories, such as a couple of bracelets. We’re looking for a lot of different ways for users to wear their trackers to match their style, mood and activity.”
The collection is priced at $175 for the brass pendant, $195 for the brass bracelet and $38 for the silicone bracelets. The accessories will be available on Burch’s website and in her stores as well as on Fitbit.com.
Images courtesy Tory Burch
