It’s always great to see a big brand give back, and Jimmy Choo is putting their money where their mouth is with a new limited edition collection in partnership with the Elton John AIDS Foundation. The line, named Project PEP, will send 25% of its proceeds to help fund South Africa’s Simelela Rape Center. The center is often instrumental in administering patients the preventative medicine that lessens the likelihood that a victim will contract HIV from her attacker, as well as providing psychological services after the fact.
The collection itself will feature the collage-like pattern that you see here as a representation of some of the iconic elements that make Jimmy Choo all that it is today. This should look familiar to anyone that involved in punk culture in their formative years – the gritty look is a clear take-off of that subculture. It will be printed on coated canvas for the line’s bags, clutches and pouches and also used in several types of shoes. Prices will range from around $100 for flip-flops to almost $1000 for a large bag. If you like the pattern or are a Choo fan, this is money you can feel good about spending.
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