The intersection between fashion and technology is still in beta. Google Glass never took off as much as people thought it would, most activity trackers still look super nerdy, and the Apple Watch isn’t selling as well as the company initially hoped.

But it’s getting better. Apple recently unveiled a collaborative Apple Watch with Hérmes that combines luxury leather with a custom digital face, and Levi’s is reportedly working with Google on Project Jacquard, a “smart denim” fabric. As technology becomes more and more part of people’s lifestyle, California-based tech company mophie has carved out a unique lane as the go-to company for on-the-go chargers.

Started as mStation in 2006 by Daniel Huang and Shawn Dougherty, the company initially made speakers for MP3 players out of a 3,000-square-foot barn near Dougherty’s family home in Kalamazoo, Mich. From an initial investment of $250,000, the company did $1 million in sales during its first year, attracted the attention of Knicks player Carmelo Anthony—who dropped half a mil into the brand, and acquired mophie, then a line of modular iPod accessories, in 2007. Seeing a gap in the market, mophie made its foray into the portable battery business the next year, releasing its first juice pack. By 2013, mophie had a revenue of $215.4 million, and remains the No. 1 seller of mobile battery cases in North America.

In 2011, mophie began collaborating with (PRODUCT)RED, an organization that benefits The Global Fund to help eliminate AIDS. It was the brand’s first collaboration, and the next one was much more surprising. mophie announced its Crystal collection in Jan. 2014, partnering with Swarovski Elements to give its juice pack air a high fashion makeover. It marked a shift in mophie’s strategy, one that recognized the growing importance smartphones play in the lives of the fashion set.

Ross Howe, mophie’s Vice President of Marketing, has been with the company since it was founded in 2006. He’s played a big part in mophie’s collaborations, and thinks the clean lines on the juice pack are as simple and elegant as any other stylish item. Its utilitarian purpose is self-evident, which he says makes it a platform for self-expression.

“You’re carrying it with you as often as any other item that you have. Don’t you want it to reflect who you are and say something about you?”