Jimmy Choo went all out for its men’s Spring/Summer 2016 collection, which debuted in London at Seymour Leisure Centre in Maryleborne on several BMX riders and skateboarders. The Seymour Leisure Centre’s gymnasium was transformed into a full on skatepark as with ramps built in for the event. Each of the riders were, of course, sporting the new collection of Jimmy Choo’s while riding.
The skaters and BMX bikers included some of Britain’s top pros like Birmingham’s James Hewett, Brighton’s Zac Miller and Fareham’s Jak Tonge, while top riders include five-time BMX World Champion Mark Webb of Portsmouth and Alex Coleborn of Corby. “These sports are all about seeing the urban environment in a new way, with a creative disrespect, and then using it as a crucible for adrenalin and originality,” said creative director Sandra Choi in a press statement. “We are very excited to see the collection put to the test by these radical athletes.”
Shoes like a monk strap sea green leather sneaker or a lace-up sneaker with brogue stitching, which were meant to meld an old-school style with modern street style fare, were displayed in custom-built hardwood oak lockers and on hardwood oak benches. Waiters at the event wore polos emblazoned with “Jimmy Choo Sporting Club” logos and chinos. Production for the event was done by Bureau Betak and Team Extreme, with styling by Dan May. While Jimmy Choo’s men’s collection has always veered on the edgier side for men, this event certainly brought to life the vision Choi has for the menswear collection. “The man of today—the man I see on the street—is a liberated man of action,” said Choi. “He’s a gentleman of our time who is clued-up about the codes of the past, but is by no means bound by them.”