London Collections: Men
THE JIMMY CHOO SPORTING CLUB
To showcase the upcoming Spring Summer 2016 collection, Jimmy Choo Creative Director Sandra Choi created a rule-breaking version of the traditional gentleman's sporting club with the motto: “Live the Life You Dare”.
The Jimmy Choo Sporting Club recruited some of Britain's premier league skateboarders and BMX riders to put the collection to the test on a purpose built Jimmy Choo Sporting Club skatepark . The skate pros included Birmingham's James Hewett and Fareham's Jak Tonge while top riders included five times BMX World Champion Mark Webb (Portsmouth) and Alex Coleborn (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. We were very excited to see the collection put to the test by these radical athletes.'
- Sandra Choi, Creative Director