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Tory Burch Joins Wearable Tech Race with Fitbit Collection

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Fashion designers are lending their sartorial touch to wearable technology. On the heels of designer Diane von Furstenberg debuting a range Google Glasses in June, American lifestyle brand Tory Burch is launching an accessories collection exclusively designed for the Fitbit Flex, the wireless fitness tracker that monitors the number of steps taken by the wearer, the number of calories burned and their sleeping habits.

Burch’s distinct mash-up of preppy and bohemian luxe is reverberated throughout the collection. The line includes a brass necklace and a brass bracelet inspired by Burch’s signature geometric fretwork patterns, and two printed silicone bands accented with pops of either pink or blue.

CEO and designer Tory Burch said, “Wearable technology is an exciting new category and we’re thrilled 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.”

James Park, CEO and co-founder of Fitbit, noted that from day one, the company understood that design would be crucial to creating a health and fitness device that would become truly wearable. He added, “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 collection, available through Fitbit.com, Toryburch.com and select Tory Burch boutiques, retails for $38 to $195. The Fitbit Flex is sold separately.

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