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Back at IFA, we announced a very special collaboration with leading female lifestyle brand, Roxy.

Roxy is a sports fashion brand, founded 25 years ago with a simple mission: To create adventure-inspired, purpose-driven fashion that inspires women to live richer lives both on and off the board.

With fashion and technology both playing integral parts in our lives, we’ve finally reached a tipping point where the line has blurred – resulting in innovative partnerships across product categories. And, wearable technology is the natural bridge between these two converging worlds.

Put simply: Anything you wear, from your head to your feet, has to not only look good but also represent your personal tastes and style. It’s this truism that segues perfectly into Roxy’s new mantra – ”Roxy Ready”.

”Roxy Ready” isn’t just a slogan, but a mindset. A belief in being ready for whatever life brings your way. From surfing at dawn and 8am yoga, to late-night bonfires and last minute roadtrips – the Roxy girl is ready. And our modular, waterproof approach to smartwear, along with our unique Lifelog app, helps her be better prepared for her next adventure.

We’re working on special smartwear apparel, based on our original smartband. This limited edition is set to launch over the coming months, so stay tuned for more news and a first look at some of the conceptual renders soon. Because no matter what tomorrow has in store, Roxy and Sony will be ready.

For more on Roxy, check out their blog and Pinterest page.