NEW YORK — Public School wants to get in on wearables.
“A big thing we’ve realized is that to make wearables mainstream we need to give people a choice…and have it be integrated in people’s wardrobes,” said James Park, chief executive officer of Fitbit.
Public School cofounders Dao-Yi Chow and Maxwell Osborne spent the past six months developing a range of accessories for Fitbit’s soon-to-launch Alta activity tracker, which goes on sale March 1 and will retail for $129.95. While the designs that go into production have yet to be finalized, Chow and Osborne’s prototypes will walk the runway next week. The two developed five styles: a braided bracelet fashioned from a stretchy nylon cord, a watch with a hollow space, a rubber band version, a bangle and a twisted cable.
“We want to give people a lot of options. Tory Burch has a specific style and Public School has their street aesthetic,” Park said. “Our realization is that there’s no one-size-fits-all [approach].”
Fitbit’s first designer partnership with Tory Burch launched in 2014, and while ongoing, the tech company wants to up its fashion cred and build out its line of third-party fashion collaborations. Similar to the Tory Burch offerings, Public School’s range for Fitbit will contain premium designs with custom hardware, as well as a more accessible line of printed fitness bands. Exact prices and the date of release are yet to be determined.
“What we’re trying to do with Fitbit is put a more organic face onto technology so it can seamlessly integrate into your everyday life — so it’s not really technology, but an accessory that has technology in it,” said Chow, who founded Public School with Osborne in 2008.