Jimmy Choo to Relaunch Men’s Footwear

Jimmy Choo is re-entering the men’s footwear arena.

Though the London-based luxury brand had previously offered men’s shoes (the line was discontinued in 2002), its multi-gender collaboration last year with H&M prompted it to embark on a new collection, set for fall ’11.

“The H&M collaboration showed us that our brand is bigger than our business today and that there is a demand for the Jimmy Choo aesthetic in the men’s categories,” said CEO Joshua Schulman. “Creating a focused Jimmy Choo men’s shoe collection at the luxury level is consistent with our goal of evolving into a significant dual gender lifestyle brand across categories, channels and geographies.”

The Italian-made assortment of about 12 styles will include dress shoes, moccasins, biker boots, sneakers and evening slippers in a variety of colors and materials.

Initial distribution will be limited to about 30 doors worldwide, including men’s specialty shops and department stores, as well as Jimmychoo.com. The company will show the shoes in a special men’s pop-up showroom in Milan in January.

“My vision of the Jimmy Choo man is one who exudes confidence and style whether he is an artist or an investment banker,” said Tamara Mellon, founder and chief creative officer. “The first thing I look at on a man is his shoes.”

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