New Rules. New Luxury. I co-founded Jimmy Choo in 1996 and 20 years later, I'm still obsessed with shoes but not the traditional way of doing things. So I'm starting over. In 2012, I started my namesake label to disrupt fashion. But instead of trusting my vision and instincts, I fell back on traditional retail rules and trusted my "old world" relationships, enabling others to dictate my short-term fate. I f*cked up -- I said it! So I've picked myself back up and started over. This is my reboot (pun intended). I'm redefining luxury and doing what I do best: designing shoes and breaking rules.