Irregular Choice was created by Dan Sullivan in 1999 as a reason to stand out from the crowd. Born in London, England, and growing up on the Kings Road in the 70’s during the Punk era, Dan was fortunate enough to travel the world with his family.

Whilst his parents developed their own irregular footwear collections, including “Transport” and “Chaos Creators”, Dan got to visit the most amazing and inspirational locations, allowing him to soak in everything that surrounded him. He had left home by the age of 15 and opened his first shoe shop in Covent Garden at the age of 18, which soon turned into 6 stores.

During his mid to late 20's Dan chose to go back to the far east to meet with factories and understand the opportunities that were being offered from that part of the world.

The opportunities that Dan discovered in China allowed for detailed & creative manufacturing, at an affordable price & small quantities. This gave Dan the chance to combine the resources of the far east with the experiences he had gathered spanning the most creative times, and countries, of his generation. And from this Irregular Choice was born.

Dan has stuck very determinedly to his philosophy throughout the past 21 years, which is to keep Irregular Choice as something that is not influenced by passing trends, but original and set apart from the crowd. His fearlessness translates into the design of the shoes, and an Irregular Choice 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. This is what makes Irregular Choice designs completely unique and truthful. From embellished heels, ornate wood carvings, tiny intricate charms and lavish fabrics, to the memorable colour combinations, everybody has an

Irregular Choice favourite shoe or story. Each year Dan creates over 600 different styles, and is constantly jotting down styles, photos and sketches, it’s an ever expanding creative process reaching to what is now over 10,000 different options.

Every Irregular Choice customer has their own favourite designs, and with such a huge collection to choose from each season there is always something to tempt every shoe addict.

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