Fitbit collaborates with Aussie designers

Fitbit has partnered with Sydney fashion label Ten Pieces to release a fashion film at Mercedes Benz Fashion Week Australia (MBFWA) this month.

The film, which will launch the 10/31-10/40 + purl harbour x ten pieces  collection, will feature Fitbit’s two new releases Fitbit Alta and Fitbit Blaze.

Both the new trackers feature advanced health and fitness features targeted at the activewear market. 

As part of the global launch, Fitbit shipped more than one million Fitbit Blaze devices in the first month of availability, exceeding internal Fitbit sales forecasts.

Fitbit also announced that more than one million Fitbit Alta devices shipped since U.S. retail availability began on March 9.

Fitbit Asia Pacific senior marketing director Jaime Hardley said the latest collaboration is a natural fit.

“Ten Pieces' approach of bringing a lifestyle aesthetic to the runway combined with Fitbit’s mission to fit fitness into your daily life will produce an authentic, integrated collaboration with a strong mutual vision."

The partnership follows the recent collaboration between Fitbit Alta and fashion house Public School at New York Fashion Week.

Public School’s co-founders Dao-Yi Chow and Maxwell Osborne designed a capsule collection of Fitbit Alta wristband accessories in their signature streetwear style.

The first of the design concepts was featured in the Public School A/W 2016 women’s collection runway show in February.