In 2006, when Nike released the Nike+iPod Sports Kit, I was all over it. Amongst one of the first modern-day activity tracking devices released, its success had a lot to do with its integration of personal style. I remember choosing a particular black mesh sneaker that was built to hold the dongle in it’s sole and being excited to track my first work out. Post-workout, though, recording information proved difficult unless you planned on wearing the same shoes all day.
These days, wearables or wearable technology, come in different forms and can be used all day. The most popular of the bunch being a myriad of black, rubbery looking bracelets that range from about $100-300. Unlike their predecessors, today’s devices record more than steps or distance, and can tell you more about how vigorous your activity has been and even look at your sleeping patterns. As these products continue to meet the demands of our mobile society, they better sales have proven to be. Between April 2013 and March 2014, about 3.3 million fitness bands and activity trackers were sold in the U.S., according to the NPD Group.
By teaming up with fashion brands, manufacturers will be adding to that growth by targeting a niche market of fashionistas who will spend anything to stay on par with the latest trend.
James Park, CEO and co-founder of Fitbit, said in a statement:
“From day one, we’ve known that form factor is crucial to creating a health and fitness tracking device that will fit into people’s lifestyles and become truly ‘wearable.’ We designed 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. Further expanding 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.”
The Tory Burch collection consists of three design styles that house the Fitbit Flex within. Products include a brass pendant, a brass hinged bracelet and a silicone bracelet that comes in navy or fuschia with Tory’s signature print. The brass pieces feature geometric latticework with a cutout logo, so that the indicator lights of the Fitbit Flex can be viewed. Prices range from $195 for the brass bracelet, to $175 for the pendant, and $38 for the silicone version of the bracelet. The $99.95 Fitbit Flex is sold separately.
The adaptable design of the Tory Burch collection was created so that women can wear their Fitbit from day into evening, which is pretty important with a device intended to be worn 24 hours a day. Collaborations like this are only the start. Last month, Diane Von Furstenburg released her collaboration with Google Glass and Apple’s hired Burberry’s Angela Ahrendts to lead their iWatch efforts. So if the shiny, bold pieces aren’t your thing, there will soon be plenty more options to choose from as this is just the first of many fashion and tech pairings.