Reba can’t get enough of the unique and quirky designs of our fabulous range of Irregular Choice shoes. Once you see them you’ll fall in love too, they're really quirky... Here’s the story of the brand and how it all began...
In August 1999, Irregular Choice was launched in 1999 from the quaint seaside town of Brighton, by design entrepreneur Dan Sullivan. Dan was on a mission to change the way we see shoes and put his Irregular ‘stomp’ on the footwear world.
Irregular Choice has since been named ‘The Lifestyle Choice of Fashion Footwear’ and The Purveyor of Fresh, malicious and multicoloured shoes’. They have also launched a flagship store in New York’s Nolita neighbourhood and a residence on London’s Carnaby Street.
Dan came from an original design background, educated by his up- bringing and surroundings. His parents owned the well renowned Transport store on London’s Kings Road in the 70s, working with the likes of Red or Dead and Katherine Hamnett, when fashion was about being distinctive and making a strong statement. This propelled Dan into launching the Irregular Choice brand. Dan saw the gap for fresh, fun footwear, always keeping true to the original source of inspiration and imagination: his unique travels and experiences.
Over the last 10 years Irregular Choice has carved itself a niche and inadvertently founded itself a fan club. Having had collaborations with some of the worlds most sought after brands and designers, they are constantly pushing the boundaries with each collection. They’ve even been named ‘The Viagra of the shoe industry’.
Irregular Philosophy
Irregular Choice is known for maintaining creativity and individuality in a world of conformity. It is more than just the name of a brand. It’s a state of mind, a way of being. A supply of something fresh and fun that maintains imagination and originality above all else.
“Recapture the freedom that eloped with your youth’’
Creator and Designer, Dan Sullivan
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