Fashion designer

Fitbit enlists black fashion designer Aurora James to create new wristbands

If you’ve ever worn a smartwatch, you know it’s great for tracking fitness goals and sending quick text responses at the touch of a finger. If you like fashion, you also know that they are not so perfect to blend in with a cute outfit. Over the years, different bands have hit the market as solutions, but Fitbit has just launched its own collection of luxury accessories, tapping into two black-owned luxury brands – Brother Vellies and Victor Glemaud – for create groups for their latest devices, Sense and Versa 3. .

“I’ve spent so much time researching collaborations that reflect my brand values,” says Aurora James, Founder and Chief Creative Officer of Brother Vellies. “Fitbit’s commitment to supporting Black-owned businesses speaks volumes about this partnership. Fitbit is a brand that not only emphasizes the importance of inclusion and community, but also supports people. emerging and diverse designers with accessory collaborations.I am flattered to join this talented group.

James designed innovative scrunchie-like bands for her collection, rooted in her love of “blending the luxurious and ethereal elements of fashion into the functional pieces of our lives that come with technology,” she says. The bands come in two shades – black and brown – and as a longtime Fitbit wearer (seven years and up) I can say they’re the most comfortable and functional option I’ve found. . For one thing, sliding the band around my wrist is easier than securing the traditional watch band, and I don’t have the problem of squeezing it too tightly around my wrist, which I often do. The leather scrunchies are available in sizes small and medium and cost just $54.95. The sleekness of the patterns blends well with my overall look rather than sticking out like a sore thumb in photos like sportier bands usually do.

“These straps use Horween® leather, a lightweight and comfortable material for all-day wear, and are handcrafted with premium oils and tanned using traditional techniques, so they mold to your wrist and develop a beautiful aged patina over time,” says James. . “And of course I love that the Black and Oak colorways go with everything and are the signature shades of the Brother Vellies brand.”

As beneficial as exposure through this partnership is for Brother Vellies, what matters most to James is her brand’s ability to pay for it through the artisans they work with and an initiative she created. known as the Fifteen Percent Pledge.

“What has been most gratifying about Brother Vellies is that we continue to support local artisans around the world. We celebrate their cultural histories, centuries-old design practices and craftsmanship in everything we do. sell,” she says. “Keeping these techniques alive has been paramount to the brand and what makes a Brother Vellies product special.

“With the Fifteen Percent Pledge, the payoff is seeing real, measurable change within our pledge takers and supporting Black-owned, Black-founded businesses by giving them access to resources to help nurture and grow their brands,” she adds. “In just one year, the Pledge was able to transfer over $10 billion in sales to Black-owned and Black-founded businesses and signed nearly 30 pledge takers.”

To learn more about the fifteen percent pledge, click here. Check out more photos of James’ design below. To buy your own Brother Vellies leather scrunchies for Fitbit Sense and Versa 3, visit Fitbit.com here.