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“Recapture your freedom which eloped with your youth''

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.

Born in London, England and growing up in the 70s Kings Road, original Punk era, Dan was influenced by working directly with Ever Last and Katheryn Hamnett before he had even graduated school.

His parents saw a extraordinary design talent in him from a young age and so trained him full time on the footwear industry using their shoe chain of stores, Transit, at the time.

He left home by the age of 15 and opened his first shoe shop in Covent Garden at the age of 18. By 23 he decided to close the store so he could travel and see what else the world had to offer.

He chose to go to the fast east to meet with the factories and understand the full design and production cycle for footwear. His creative freedom and hands on knowledge meant he was able to dream outside the box and he started travelling frequently at a young age, his favourite being Asia and Japan, giving his perspective an even faster and broader design view.

“The culture, architecture, foods- they were a big influence for my first collection and that's where I got the idea for the split toe shoe which is still incorporated into my designs" Dan Sullivan.

Together with his parents, they formulated an equation which would enable Dan to be as expressive as he could possibly be, yet produce the shoes at an affordable rate without needing the usually high production minimums.

Hence, Irregular Choice was born.

Dan has stuck very determinedly to his philosophy throughout the past 13 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.

“A lot of retailers were excited since they'd never seen anything like it and my factory was able to produce small orders so they could test out the product" he says.

“Luckily, retailer's confidence grew once they saw how successful the designs were in store, piquing consumer's interest with colourful and humorous creations". Dan Sullivan

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 neverending.

Each year Dan creates over 600 different styles, and is constantly jotting down styles, photos and sketches as an unstoppable creative process.

Irregular Choice has evolved with great strides over the past decade.

It is now sold in thousands of stockists around the world, and has 5 of it's own stores worldwide ; 2 in London England, 1 in Brighton, England (the hometown of Dan and his family), Paris and Hong Kong.

He has a very clear vision which is never swayed but is brought to life within the Irregular Choice stores.

The Irregular Choice fans responded so positively to the introduction of Irregular Choice stores that that is where the future of the brand lies. When a Stacked wooden hand carved heel with Scalloped fabric upper is displayed in the window of an Irregular choice store, the fans gravitate towards it, not only as artwork, but they see it as capturing a piece of fashion history.

Between the details of the 3D vinyl coated purple velvet wall surrounding the Hong Kong Store, or the mirrored mannequins and flashing rainbow staircase of the London Carnaby Street store, the trips to IC are always memorable. The shoes are presented on floating light up shelves and the accessories are neatly folded onto multi-coloured tiles.

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