Jimmy Choo
London luxury footwear house co-founded by Jimmy Choo and Tamara Mellon. The classic serif 'JIMMY CHOO LONDON' on a rectangular tag marks the 1990s founding era; the slightly refined, thinner serif refresh of 2013 is the dividing line for the modern brand.
- Origin
- England
- Founded
- 1996
- Category
- High Fashion
- Documented eras
- 3
How Jimmy Choo labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1990–1999
1990s vintage Jimmy Choo tags
Simple rectangular tags with “JIMMY CHOO” in bold serif lettering Tags often include “LONDON” underneath the main logo.
- Simple rectangular tags with “JIMMY CHOO” in bold serif lettering.
- Tags often include “LONDON” underneath the main logo.
- Materials used for tags are typically straightforward fabric or leather imprints.
How to spot it
Simple rectangular tags with “JIMMY CHOO” in bold serif lettering — confirms this label era.
Value signal
Moderate collector interest; condition and completeness determine value.
2000–2009
2000s vintage Jimmy Choo tags
Rectangular tags continue with “JIMMY CHOO” in bold serif lettering Still includes “LONDON” beneath the main logo, maintaining consistency in branding.
- Rectangular tags continue with “JIMMY CHOO” in bold serif lettering.
- Still includes “LONDON” beneath the main logo, maintaining consistency in branding.
- Introduction of variations in tag materials, including fabric and embossed leather.
How to spot it
Rectangular tags continue with “JIMMY CHOO” in bold serif lettering — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.
2010–2019
2010s vintage Jimmy Choo tags
Modernized tag designs while retaining the classic logo Tags feature a more polished look, sometimes with metallic or high-quality leather materials.
- Modernized tag designs while retaining the classic logo.
- Tags feature a more polished look, sometimes with metallic or high-quality leather materials.
- Continues to use “JIMMY CHOO” in bold serif lettering with “LONDON” below it.
How to spot it
Modernized tag designs while retaining the classic logo — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.