Jimmy Choo

Just image these Jimmy Choo straps as shoelaces. Photo:Jimmychoo.com

Despite the fact that Jimmy Choo himself wears heels, his namesake company, now owned by Tamara Mellon, is launching, of all things, sneakers!

Jimmy Choo's Pre-Fall 2010 collection includes eight sneakers, including funky-chic high and low-tops in snakeskin and suede, reports Elle UK.

This news comes hot on the (high) heels of a newly announced collaboration with UGG and partnerships with H&M and Hunter, proving yet again that Jimmy Choo's identity as solely an aspirational stiletto designer is rapidly evolving.

We can only imagine what Mr. Choo, who started out in the business as Princess Diana's cobbler and is now designing a Jimmy Choo Couture collection, thinks about the departure from his signature style.

Meanwhile, Tamara Mellon is keeping Jimmy Choo alive and kicking, check out her new Choo 24/7 line.