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Bay Area Fashion Labs Are So Hot Right Now

San Francisco's ThirdLove is just one of the Bay Area companies proving that tech is sexy. Photo via ThirdLove/<a href="https://www.facebook.com/thirdlove">Facebook</a>.
San Francisco's ThirdLove is just one of the Bay Area companies proving that tech is sexy. Photo via ThirdLove/Facebook.

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As you may have guessed from our near-obsessive coverage of Tory Burch Fitbit jewelry, smart cocktail rings, and bra-fitting apps, we love fashion tech. It's the one area where SF has bragging rights over traditional trendsetting cities like New York and Los Angeles. Despite oodles of fashionable folks roaming around the Bay Area, the rest of the world seems to think that San Francisco chic is limited to Startup Guy flat front khakis and Steve Jobs turtlenecks. Fashion labs—the magical places where apps, digital storefronts, and wearable devices are born—are changing that misconception.

Ever wonder who is behind the fashion lab movement or what these labs are making? Then check out this Fast Company tutorial explaining why companies ranging from Walmart to Nordstrom are investing in internal tech labs and how Silicon Valley innovation is changing the way we shop.
· Demystifying Fashion Labs: How Tech Is Changing The Way We Dress And Shop [Fast Company]
· The Tory Burch for Fitbit Jewelry Is (Almost) Here [Racked]