The release marks creative director Sandra Choi’s first sports-focused collection. Image credit: Jimmy Choo
British footwear label Jimmy Choo is engaging luxury lifestyle enthusiasts.
Produced in collaboration with California-based lifestyle brand Malbon Golf, the brand has unveiled a capsule of apparel and accessories geared toward the sport. Released on April 17, Jimmy Choo x Malbon could resonate with a growing population of consumers interested in golf and high-end goods.
Hole-in-one
Representing creative director Sandra Choi’s first athletic collection in nearly 30 years of leading the brand's design team, the drop is a departure from Jimmy Choo's usual fare.
Malbon Golf, which has positioned itself as a label by and for golfers, is relatively young. Founded in 2017, the company's price points fall below luxury industry standards.
The outlier also veers from Ms. Choi’s typical choice for partners, having previously worked with more established maisons. One key factor, however, clicks the two opposites together: a focus on appealing to the next generation of consumers.
Introducing Jimmy Choo / Malbon
Joining forces for the first time, this sport inspired collection speaks to the evolution of the golf community, merging design expertise and heavy-swing mastery through shared values and universal appeal#JimmyChooxMalbonhttps://t.co/wqk1MffMXx pic.twitter.com/EJUtfatZbn
— Jimmy Choo (@jimmychoo) April 17, 2024
One of Malbon Golf’s core tenets is a push to get younger generations involved with the sport through stylish athletic wear and by telling stories with its products that transcend the pursuit altogether, garnering a mainstream audience.
As luxury looks to rebound from an ongoing financial slowdown (see story), following these trends could prove fruitful, a hope Jimmy Choo has seemingly latched on to with this first-of-its-kind release.
Taking the form of a footwear and accessories drop, leather sneakers, sandals, golf bags, denim club covers, bucket hats, caps and towels, among various other items, fill out the collection. Men’s and women’s options are included, furthering the capsule's appeal to all consumers interested in hitting the green.
A complete look at our Malbon /@JimmyChoo Collection.
Available Now on https://t.co/Q9OFpqlH7d pic.twitter.com/sxK248xQ0v
— Malbon Golf (@MalbonGolf) April 17, 2024
Cleats and headwear sport both company's logos. Malbon’s golf-ball-shaped mascot, named “Buckets,” appears on several products.
Carryalls bear a monogram design and embossed stitching of brand names, ditching the quiet luxury trend. The collection is available now online and in select Jimmy Choo stores.
On par
Though certain prestige brand names have long been affiliated with the global game, a wider list of luxury names are interacting with golf fans today.
With the recent Masters Tournament in the rearview, marking one of the peaks of public interest in the PGA Tour season, the sport is more relevant than ever.
The collaborative golf bags are dual-branded. Image credit: Jimmy Choo
Maisons from across the spectrum have activated in the space, including newer entrants like Lexus (see story), Tumi (see story), Brioni (see story) and, of course, Jimmy Choo.
Those that continue fostering established ties with golf include Swiss watchmakers Omega (see story) and Rolex.