The brand is relaunching its menswear with Motofumi &ldquo;Poggy&rdquo; Kogi as style curator, working alongside Sandra Choi on a new direction shaped by heritage and street culture.

PHOTOGRAPHY Iulia Mattei

Jimmy Choo is putting its menswear back into focus, bringing in Motofumi Kogi as style curator. He&rsquo;ll work closely with Sandra Choi to reshape the brand&rsquo;s menswear across product, image, and overall direction.&nbsp;The first look is the Spring/Summer 2026 collection, supported by a dedicated campaign featuring Poggy alongside artist-bonsai master Teppei Kojima and sound architect Devon Turnbull.
&ldquo;This menswear collection celebrates the soul of Jimmy Choo,&rdquo; says Choi. &ldquo;Its roots in craftsmanship and its role in shaping contemporary culture. I wanted a men&rsquo;s wardrobe that brings past and present together, with new interpretations of classic pieces made through the savoir-faire that defines the house. My ongoing conversations with Poggy have sharpened that focus. It&rsquo;s really about tradition, revisited.&rdquo;

How did this collaboration start?
Sandra Choi: I&rsquo;ve known Poggy for a long time, back when he was a buyer at United Arrows and buying our menswear line when we launched it in 2011. I always paid attention to how he dressed, how he experimented and expressed that through his personal style.
A few years ago, we worked together with Eric Haze. It was a perfect triangle, Poggy in Japan, Eric in New York, us in London. That project brought together accessories, graphics, even a Be@rbrick and some apparel. It felt holistic.
What I liked most was the exchange. Poggy would look at pieces and say, &ldquo;You should do it like this,&rdquo; and we&rsquo;d think, &ldquo;He&rsquo;s right.&rdquo; It felt like an ongoing conversation where everyone contributed something.
More recently, menswear had been quieter for us, and we wanted to refocus. I&rsquo;ve always said I can do womenswear instinctively, but menswear is different. If we&rsquo;re going to realign it, it has to be done properly. Bringing Poggy in made sense. It&rsquo;s not just about product, it&rsquo;s the full picture. In menswear, you can have a great product, but without a clear style and strong communication, it doesn&rsquo;t work. With Poggy, it just clicked.

How did you approach Jimmy Choo&rsquo;s menswear?
Motofumi &ldquo;Poggy&rdquo; Kogi: I&rsquo;m based in Tokyo, and sometimes as a Japanese person, you can forget parts of your own culture. Talking with Sandra reminds me of that. At the same time, I&rsquo;ve always loved London and British culture.
Our exchange works like a mirror. We appreciate in each other what we might take for granted in ourselves. That&rsquo;s really where my work for Jimmy Choo started.
How would you describe the Jimmy Choo man?
Sandra Choi: Glamour, creativity, street culture, timelessness.
Poggy: Sandra and I share an understanding of what matters for Jimmy Choo menswear. We don&rsquo;t always need to say it out loud. It&rsquo;s already part of the brand&rsquo;s identity.

Are there pieces you feel particularly connected to?
Poggy: The Rowan Derby boots, for example. They reference British glam rock and feature traditional English brogue details, which are deeply tied to British culture.
What is your Japanese influence in the collection?
Poggy: I worked at United Arrows for years. In the early 2000s, we sold Levi&rsquo;s collections that were American at their core but reinterpreted by Japanese designers, and those reinterpretations were then appreciated back in the US.
In Japan, we study garments closely. We look at when they were introduced, who wore them in films, how they were constructed. Jeans started as workwear in the US, but in Japan we try to find beauty in everyday objects by reinterpreting them.
That&rsquo;s how I approached this project. My interpretation of British tradition is present in every piece.

You&rsquo;ve always had a strong connection to street culture. How did that come into play?
Poggy: I love London. A lot of Japanese people are drawn to Paris, but for me it&rsquo;s London. Walking around Savile Row or Jermyn Street, observing how British gentlemen dress.
London has that mix, structured classicism with pop and street culture. I&rsquo;m drawn to that balance. Many designers try to add twists to classics, but what I like about Sandra is how she respects the essence of each piece while keeping it playful and glamorous.
I think of bands like The Clash, or Big Audio Dynamite in the &rsquo;90s. That mix, a T-shirt with a structured shirt, a casual hat. That balance between classic and dressed-down.
&ldquo;This collection is based on reinterpreting classic style,&rdquo; Poggy adds. &ldquo;It involves people who respect craftsmanship while living within street culture.&rdquo;

Who represents the Jimmy Choo man today?
Sandra Choi: For me, it&rsquo;s a mix of Pharrell Williams and Mark Ronson. Pharrell for the youthful, experimental energy. Ronson for that elegant but relaxed way of dressing. We&rsquo;ll keep building that image through this collaboration.
Who represents the Jimmy Choo man today?
Sandra Choi: For me, it&rsquo;s a mix of Pharrell Williams and Mark Ronson. Pharrell for the youthful, experimental energy. Ronson for that elegant but relaxed way of dressing. We&rsquo;ll keep building that image through this collaboration.

How does that translate into the collection?
Poggy: The collection reworks classic menswear while bringing in elements of London culture. We worked with bonsai artist Teppei Kojima and sound designer Devon Turnbull to approach the Jimmy Choo man in a more dimensional way.
Sandra Choi: I wanted a wardrobe that connects tradition with the present. Classic menswear, shaped by artisans, but seen through a current lens. Our conversations made sure the collection stays grounded in the now. It&rsquo;s heritage, updated. Shooting the campaign in Japan wasn&rsquo;t just about visuals, it&rsquo;s also about context. There&rsquo;s a deep respect for craftsmanship there, which is central to what we&rsquo;re building.
How do you balance heritage with something new?
Poggy: About 15 years ago, when Jimmy Choo launched menswear, I was involved from a different side, as a buyer. I followed every season and understood what the brand values.
My role now is to preserve that heritage while gradually introducing new perspectives. That balance is always at the core of the work.

Portrait of Sandra Choi and Motofumi "Poggy" Kogi.

Jimmy Choo Reworks Its Menswear With Sandra Choi and Poggy

Jimmy Choo Reworks Its Menswear With Sandra Choi and Poggy

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