Irregular Choice was created by Dan Sullivan in 1999 as a reason to stand out from the crowd. Dan saw that the footwear market was becoming very neutral and black, yet there was a global demand for something different, individual and something to wear with pride.

Dan has stuck very determinedly to his philosophy throughout the past 12 years, which is to keep Irregular Choice as an ethereal source of fashion; something that is not influenced or changeable but is original and sets apart from the crowd. His fearlessness translates into the design of the shoes and an IC shoe is not like any other you’ll find. Dan doesn’t listen to what’s happening in the fashion industry or what another brand may be doing. Which is what makes Irregular Choice designs completely unique and truthful.

Embellished heels, ornate wood carvings, tiny intricate charms, lavish fabrics, memorable colour combinations, everybody has an Irregular Choice favourite shoe or story. His library of fabrics, leathers, prints, trims, toys, glass, furs and colours are simply never ending. Each year Dan creates over 600 different styles, and is constantly jotting down styles, photos and sketches as an unstoppable creative process.

Each season Dan comes up with a new print theme for Irregular Choice which will be the outsole of each shoe in that collection, as well as the design on the shoe box and more recently he has also incorporated these characters and themes into flooring and wallpaper options for our stores.

Irregular Choice has become a favourite for celebrities too, who also like to set trends and be the first in a new style. Nicki Minaj, Katy Perry, Whoopi Goldberg, Audrey Kitching, Audrina Patridge, Taylor Swift, Willow Smith, Jessie J, Paloma Faith, Rita Ora and Agyness Deyn to name a few.The collections are often seen in the pages of Elle, Vogue, Glamour, Instyle, Teen Vogue, Us Weekly, People, Grazia, Look, Star and Cosmopolitan as well as online in fashion blogs.

Irregular Choice creates a new Look Book to present each collection to the buyers, press and fans every season , making sure each is different from the last and stands away from the market.

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