Jimmy Choo built an empire on the stiletto. The next chapter is being written in oxfords, loafers and very expensive sneakers.
For 25 years, the Jimmy Choo customer has been a woman in a heel. The brand's menswear has always existed — Sandra Choi has been quietly developing it for over a decade — but it lived in the shadow of the women's business.
That's changing. Menswear is now the fastest-growing category in luxury footwear, and Jimmy Choo is leaning in: hardware-heavy loafers, sculpted oxfords, sneakers that flirt with the courtside hype-beast market without losing the codes of the house.
The Strategy
- Anchor in formal — the loafer is the entry point for a new male customer.
- Use celebrity placement (Met Gala, premieres) to associate the brand with red-carpet menswear, not just womenswear.
- Sneakers as the volume driver — but priced and crafted to live alongside the rest of the line.
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Jimmy Choo behind the scenes