Fitbit Tries to Make Friends with Fashion

While Fitbit may not be known as the most stylish wearable tech accessory on the market, the company continues to try to win over the hearts of the fashion community.

This time, the attempt comes in the form of a new product developed in collaboration with the Council of Fashion Designers of America (CFDA).

The product is called Versa, and it looks remarkably like an Apple Watch, only square-faced like the Instagram icon. According to their press release, the Fitbit Versa has already shipped 1 million devices in its first week.


From the press release:

Five top emerging brands were invited to submit accessory designs to be considered for Versa, each showcasing a distinct, innovative approach to bringing the future of wearable fashion to market.With a submission that captured the innovation and approachability so integral to Fitbit Versa itself, New York-based brand, PH5 was selected to create an exclusive assortment of accessory bands for the smartwatch

The fashion brand that brought the look to life is called Ph5. PH5 is a fresh and fun take on casual cool with a mod twist. The fabrics are lightweight and emphasize breathability without sacrificing style.

FW18 “Oh, Sweetie” Series #PH5 #PH5series #fashion #knitwear #newyork

A post shared by PH5 (@ph5official) on

Versa isn’t just a pretty smartwatch face. The device is designed to be a wellness companion, “to tell the time, and to help you make the most of your time.” Features include on-screen workouts and heart rate tracking. It counts the number of floors climbed and steps taken, as well as stores your songs, helps you respond to notifications, and enables you to make wallet-free payments.

This isn’t the first time Fitbit has collaborated with a popular fashion brand. In 2016, the wearable tech company partnered with Public School to send a slimmer, more flexible version of their fitness tracker, Alta, down the catwalk at New York Fashion Week. Amidst slowing sales, Fitbit needs to keep afloat, especially as the Apple Watch continues to lead the market.

Versa is now available on, and exclusively at Target in the US only. What do you think about the Fitbit Versa? Tweet us @Electric_Runway.

Amanda Cosco
Amanda Cosco is a Fashion Futurist and the founder of Electric Runway

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