Jawbone, an early brand of wearable technology that raised more than $500 million in funding before liquidating last year, is preparing for second act as a licensed brand.

Jawbone got its start in 1999 as a supplier of Bluetooth headsets for mobile phones before adding fitness trackers and portable speakers (Jambox). Owner Aliph will target speakers, fitness trackers and electronics accessories for the brand, says Federico de Bellegarde of Aliph.

“We are going to try and bring it to a new audience and keep it at a premium level,” says de Bellegarde. “We are going to keep it fairly narrowly focused.”

Aliph is the parent of several brands and companies, including the collaborative invention platform Quirky as well as the Vanity (a defunct Midwest women’s apparel retailer) brand.

Vanity is being positioned for women’s and junior’s apparel. The 137-store Vanity Shop, whose roots stretched back to its founding in North Dakota in the 1950s, filed for bankruptcy protection last year and liquidated.

Contact:

Aliph Brands, Federico de Bellegarde, VP Licensing,
305-710-2960