Traditionally portable hard drives are black or silver in color. For many the color of their hard drive doesn’t matter, but for some it’s a big deal. Western Digital has announced today that its line of My Passport hard drives are now available in a rainbow of fashion colors.

The drive is now available in 10 colors and it still weighs less than 5 ounces. Connecting via a USB cable to your PC the drive can be had in up to 320GB of storage with prices starting at $119.99 and going up to $179.99. Available colors include: brilliant orange, super sunny yellow, raindrop blue, arctic white, deep viola, cherry red, ultra mint, real red, intense blue, and vibrant pink.

"Our striking new color selection gives our customers an opportunity to express their unique style, while securely storing and carrying the massive amounts of rich content generated by higher resolution cameras, HD videos and music," said Jim Welsh, vice president and general manager of WD's branded products and consumer electronics groups.

Via Western Digital