Tory Burch, FitBit join forces to make wearbles more stylish

Brass pendant by designer Tory Burch houses a FitBit fitness tracker. Tory Burch

With the ever-increasing popularity of fitness trackers comes a reputation: clunky-looking and rubbery. Well, no more! Fashion designer Tory Burch has officially launched her accessory collection for the Fitbit Flex, allowing wearers to get fit -- in style.

Burch's accessory collection is made up of four distinctive pieces, including a brass pendant, a brass bracelet and two artsy silicone bands. Each was designed to house a Fitbit Flex -- the rectangular sensor which tracks the number of steps taken by the wearer, the calories they've burned and monitors their sleeping patterns.

Fitbit had announced the partnership last February in a blog post.

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Tory Burch bracelet holds FitBit fitness tracker.
Tory Burch

A Fitbit spokesperson told CBS News that since Burch herself is both athletic and is interested in innovation and technology, having her design accessories seemed to be a natural fit. The challenge, she noted, was designing "versatile pieces that could house the tracking device and look chic enough for work or evening."

"For the pendant and brass bracelet, Tory was inspired by the open geometric Fretwork that is a Tory Burch signature design element. For the silicone bands, she chose iconic, stylish prints and colors that are associated with the brand and look great," the spokesperson told CBS News in an email.

The silicone bands made by Burch are similar to the band that comes with the Flex, albeit a bit more stylish, being available in either blue or pink as well as prints.

Now available for preorder at either Fitbit's or Tory Burch's websites, the accessories cost anywhere from $38 to $195; the FitBit Flex is sold separately for around $99.

The Fitbit spokesperson told CBS News that this partnership is only the first step at combining fashion with fitness tracking. In the future, the company plans to expand its offerings. "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.'"

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