The Days of Yore
Irregular Choice is the brainchild of Dan Sullivan, who founded the brand in 1999 with a vision to create truly unique footwear. His designs feature bold, imaginative elements such as embellished heels, ornate carvings, and intricate charms, turning every shoe into a work of art. Limited-edition collections have even featured beloved characters from Disney and the Muppets, making each piece a collectible masterpiece.
Dan Sullivan grew up surrounded by creativity, with parents involved in the design industry. At just 15, he left home, and by 18, he had opened his first shoe store in Covent Garden. By the age of 23, he had expanded to six stores, setting the stage for his journey with Irregular Choice.
While traveling in the Far East, Dan discovered manufacturing opportunities that allowed him to bring his artistic visions to life at accessible prices. Since its establishment, Irregular Choice has captivated fans worldwide, with hundreds of stockists and nine standalone stores across the globe.
Irregular Choice now produces an impressive 600 new styles annually, contributing to a catalogue of over 10,000 unique designs. Each creation stands out, staying true to the brand's ethos of being bold, fabulous, and unapologetically different. Irregular Choice remains committed to standing out from the crowd and celebrating individuality.
"The founder of Irregular Choice
Daniel Sullivan"