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

Born in London, England and growing up on the Kings Road in the 70s during the Punk era, Dan was influenced by working directly with Everlast and Katharine Hamnett before he had even graduated from school. He had left home by the age of 15 and opened his first shoe shop in Covent Garden at the age of 18. At 23 he decided to close the store so he could travel and add to his already extensive knowledge from what the rest of the world had to offer.

Dan has stuck very determinedly to his philosophy throughout the past 13 years, which is to keep Irregular Choice as something that is not influenced or changeable 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. Dan’s library of fabrics, leathers, prints, trims, toys, glass, furs and colours are simply never ending.“Recapture your freedom which eloped with your youth” – Dan Sullivan, Owner & Designer.