CES: High-tech fashion: Fitbit teams up with Tory Burch

Las Vegas – Fitbit has joined forces with high-end fashion brand Tory Burch with the plan to create a line of designer accessories for the wearable fitness technology company’s Fitbit Flex wristband.

Fitbit and Tory Burch is the latest in a wave of collaborations to tie high fashion with cutting-edge consumer technology. The partnership aims to re-invent the design cues of the Fitbit Flex and make the model more akin to a gold bangle or pendant than the rubber version familiar to users.

The Tory Burch-designed Flex accessories, which will be launched in the spring, are not simply about looking good. The ability to pair the device with more outfits such as evening wear will result in a greater accuracy of results, as the user will be less likely to take the device off.

‘This is the moment for us when fashion meets fitness. Flex was designed to be as flexible and versatile as possible, so this is an opportunity for people to be able to wear their tracker 24/7 any way they want to,’ Melanie Chase, product marketing manager at Fitbit, tells LS:N Global. ‘We’re taking fitness tracking from something that has a very sporty aesthetic to something more refined.’

As reported in LS:N Global’s Techanistas microtrend, the makers of wearable devices are harnessing the style credentials of the world’s most aspirational brands, and developing products that are functional yet elegant.

Visit LS:N Global’s Seed and Insight sections for further coverage of International CES.