NEW YORK -- Fitbit is elevating its fashion game, and counting every step.
The fitness tracking brand debuted its upcoming collection on Sunday with the men's and women's ready-to-wear label, PUBLIC SCHOOL, during its fall 2016 show at New York Fashion Week.
Following the tech company's successful ongoing collaboration with Tory Burch, its executives are excited to expand their reach on style.
“We were looking for a brand that organically integrated with FitBit,” Youmi Bang, Fitbit’s Product Marketing Manager of Accessories, told Mashable. “Tory has been so great for us because she has this chic, feminine aesthetic, but what’s different about PUBLIC SCHOOL is they have this street edge as well as a reach to both men and women. So with them we can capture a whole new audience.”
Designers Dao-Yi Chow and Maxwell Osborne -- who founded PUBLIC SCHOOL in 2008 -- crafted five gender neutral pieces for Fitbit's versatile Alta model which will be available for purchase next month. In addition to sleek metal styles, PUBLIC SCHOOL created printed sport bands that include inspirational graphics and phrases.
"This is just the start of the relationship," Fitbit's VP of Global Marketing, Tim Rosa, told Mashable. "Right now we are focusing on Alta, but as we expand our product road map moving forward, we can get designers involved early on and see where we can push the boundaries of fashion and wearables. That’s where it gets really exciting."
In a market saturated with wearable tech, Fitbit understands the importance of pairing top quality functions with fashion-forward aesthetics that compliment customer's personal style.
"We keep thinking how can we push the boundaries of fitness and fashion," Rosa said. "We do a great job of tracking data but keep asking ourselves how can we make that beautiful and part of your every day life? We’re finally comfortable with the product we have that allows us the versatility that’s important when you partner with fashion brands. Moving forward you’re just going to see that evolve and only get better and improve."
Fitbit has plans to integrate functioning pieces into next season's shows -- tracking model's steps on the catwalk as well as the stylist's and designer's movements behind the scenes.
Fitbit's Alta trackers are available for pre-order and retail for $129.95. The prices for PUBLIC SCHOOLS's bands have not yet been confirmed, but they will be sold separately.
Have something to add to this story? Share it in the comments.
