Jimmy Choo launched CHOO.08 ° a new permanent collection dedicated to the modern, busy, multitasking woman.The brand is tapping into a growing trend for comfortable and sporty but still glamorous. The collection features new styles as well as ones that are already known .The name is inspired by the brand’s creative offices in London, located at the longitude of -0.08 °.
“This has been a hidden facet of Jimmy Choo that we wanted to bring out,” said creative director Sandra Choi. “The company is growing bigger and stronger, and the power of the brand is allowing us to do new things.Sometimes in fashion you don’t have to be teetering on heels. The word practical is so unsexy — but I’m allowed to use it now.”
‘ There are biker boots; slip-on skater shoes in matte black python or antique brushed gold leather; flat tuxedo pumps with a pointy toe; rocker boots with straps and snake details, and high-top trainers in a variety of finishes and materials, including sparkles and elasticated lacing.
The company will launch a pop-up Choo.08 space inside Selfridges from April. The collection is priced similarly to Choo’s main line, and starts at 325 pounds, or $543 at current exchange, for the basic skater shoe.’ -WWD.com