Jimmy Choo has embraced street style with gusto with a strong collection that fused performance with traditional materials. The shoes were on show at London’s Seymour Leisure Centre, a Thirties gem of a building that once served as a public baths and laundry. BMX bikers and skateboarders – clad in souped-up Jimmy Choo trainers – showed off their skills on the gymnasium’s floor while a breakfast presentation took place on the balcony above.
“It’s all about tradition meeting urban,” said Sandra Choi, Choo’s creative director, adding that she was inspired by the skills of the urban athletes zooming around the gym. “And, of course, the sport they do is all about feet.”
Choo made leather look like crinkled, stonewashed denim for lace-ups and tassel slip-ons; fashioned short boots from neoprene and leather; and gave other boots espadrille soles.
Men’s is the fastest-growing category at Jimmy Choo and chief executive Pierre Denis said the brand has worked hard on its fabric and leather research with the goal of finding the sweet spot between casual and formal.