Jimmy Choo launched their PEP Collection to benefit Project PEP with the Elton John AIDS Foundation. This project supports the funding of the Simelela Centre in South Africa and 25% of net sales from this limited edition collection will go directly to this effort. Jimmy Choo has a dedicated site “Jimmy Choo 72” to host this project as well as hold a competition called “You, Your Shoe Size and 72”. The Vibrant Capsule Collection features a distinctive and collectible punk rock motif print representing Jimmy Choo’s passionate and individualist spirit. The number “72” is key because after exposure to HIV, victims of rape have just 72 hours to visit the Simelela Centre and start a course of potentially lifesaving PEP treatment. This effort along with the Elton John Foundation ensures this clinic stays open 24/7 for the crucial PEP treatment. The complete accessories collection includes this tote, a clutch, jewelry, shoes, scarf, belt and phone tag (a strap). The super cool and high energy tote is $995 for large tote and $795 for smaller tote.