Not content to be relegated to just a tech item, the Fitbit fitness tracker is getting a dose of fashion, courtesy of Tory Burch.
The wireless activity and sleep tracker collaborated with the designer on a Tory Burch for Fitbit accessories collection, which includes a pendant necklace made of brass and based on Burch’s signature open-fretwork design, for $175. There’s a brass-metal hinged bracelet with open fretwork, $195, and a silicone printed bracelet in Burch’s signature colors and prints, $38.
“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,” said Burch. RELATED STORY: Wearable Tech Inching Closer to the Everyday >>
“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.”
Fitness enthusiasts may be comfortable wearing a digital-looking device during the day, but if they’re going out, “the notion of one size fits all doesn’t work for a lot of people,” Park said. “We’re looking to further expand the ways our users can wear our products. This will ultimately help to inspire users to track their activity 24/7 and make healthier choices.”
Park said a lot of people on Burch’s team were already Fitbit users and understood the product. “We feel Tory Burch is the quintessential lifestyle brand. Everybody loves her chic accessories. The team had an incredible vision for the collection. The Tory Burch for Fitbit collection will be around for a while. We see this as a long-term strategic partnership,” he said. “This partnership is the first between a fashion brand and a leading fitness-technology company, and that’s what makes it notable.”
Fitbit Flex tracks such stats as steps taken, distance traveled, calories burned, active minutes and sleep, and it syncs wirelessly via Bluetooth to more than 60 leading iOS and Android devices, for instant data and progress.
According to the latest NPD Group Retail Tracking Service report, Fitbit’s unit share of full-body activity trackers was 69 percent in the first quarter of 2014. International Data Corp. said wearable computing devices will reach 19.2 million shipments by the end of 2014 and fitness-related accessories like the Fitbit tracker, will lead the wearables market through 2018. IDC predicts the wearables market growing at a compounded annual rate of 78 percent for the next several years, doubling roughly every 11 months.
The Tory Burch for Fitbit collection is available for preorder today at fitbit.com and toryburch.com as well as select Tory Burch stores. Products will be shipped in August. All Tory Burch accessories will work with Fitbit Flex trackers, sold separately for $99.95 at fitbit.com, toryburch.com and North American retailers. International shipping is available to select countries through toryburch.com.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)