Irregular Choice Bio

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Maintaining creativity and individuality in a world of conformity. Irregular Choice is more than just the name of a brand. It's a state of mind, a way of being. A supply of something fresh and fun that maintains imagination and originality above all else.


Ever since Brighton UK based designer Danny Sullivan launched his first line in August 1999, he has been on a mission to change everything about the way we see and wear shoes. Danny saw a need for something fresh and fun that maintains imagination and originality above all else. Informed by his travelling experiences, the brand kicked off its first season with its own take on the traditional Japanese split-toe look, which still makes an appearance in every collection. Danny Sullivan's inspiration is ethereal in its source. He let's his imagination run wild. His vision always provides a range that is lateral, individual and wearable.


Over the last 9 years Irregular Choice has carved itself a niche and inadvertently founded itself a fan club. 2005 saw the launch of Irregular Choice clothing lines, pieces including key prints, knits and manga dresses, as well as Irregular Choice Babies, innovative and cute footwear for the little fans.


2007 has seen Irregular Choice open it's first ever retail store, in the heart of NYC on Lafayette Street. With the unicorns, the clouds, and all the fantastic shoes you will feel as though you've stepped into a wonderful dream. Nowhere else will you find the entire collection of Irregular Choice shoes and the premiere of our fabulous clothing line. We have high hopes for the future of IC in retail and the store is set to be the first of a select few over the next 5 years. Other Fashion focused cities such as London and LA are to follow.

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