Fitbit Inc (NYSE:FIT) and Public School unveiled their concept design on female-focused Alta during New York’s Fashion week. Models rocked both designs of Alta, which included a classic style sporting a circle links and face and sleek design with a rubberized band. Fitbit and public School collaboration was aimed at coming up with something that does not just represent a piece of technology or a health device but something that articulates a sense of style which brings wearable up to date with fashion.

The collaboration with Public School is all about aligning with a more urban aesthetic that co-founders Maxwell Osborne and Dao-Yi Chow brings. Public School noted that they drew their inspiration from New York City active and vibrant culture that surrounds the city. They noted that working with Fitbit to design the collection for Alta is part of fulfilling their goal of creating accessories, which, delight, inspire and have versatility to become a modern extension of people’s lives

The Alta is expected to launch in March, but the public Scholl accessories will hit retailer later in the year. The Fitbit Alta’s retail price is expected to be $130.The public School collection will include five pieces which have been designed from metals to cheaper print sports bands. Rumors have it that an impressive launch for the final style will be carried out in the next round of fashion week show which will be in September.

Fitbit had initiated collaboration with Tory Burch about two years ago. According to the Vice President of global marketing at Fitbit, the collaboration was much success. The pre-order of the first accessories sold out just after a few hours. This proved that the demand for fashion and fitness are intertwined. The VP noted that Tory fills an important segment in who she can reach.

The VP noted that Public School is almost on the complete opposite of why the picked Tory. The VP noted that Public School has very cool urban design and in most cases, they are gender neutral. The VP notes that Fitbit wanted to do something that can reach both men and women.