Founder and Designer - Dan Sullivan
Irregular Choice is not on an academic mission to fit with trends –
more to break with convention – the essence of Danny’s vision is to make
you look twice.
established in 1999, the Irregular Choice footwear brand continues to do
exactly what Dan Sullivan originally intended – make a unique and
individual stamp on the footwear world. Just eleven years ago, Danny
Sullivan wanted to create a footwear brand that mirrored everything his
life experiences and beliefs were. Thus, he created the Irregular Choice
brand, which incorporated his unique individuality of design, bringing a
breath of fresh air to footwear, with unique designs and styles.
Sullivan's originality perhaps stems from his parents and their
ownership of the Transport store during the 1970's; a shop located on
London's Kings Road, which became renowned, working with Red or Ded and
Katherine Hamnett. Both of these designers were incredibly outspoken for
the time period, and thus perhaps initiated Dan Sullivan's belief in
his individuality and unique footwear designs. Thus, his inspiration was
put into practice in 1999 with his irregular designs finally created
into unique shoes and boots.
Dan Sullivan began Irregular
Choice's brand with the creation of a collection of shoes based upon the
traditional Japanese split-toe look; styles inspired by his own
experiences and travels. These original inspirations are continued
forward into many of his present collections, continually allowing the
brand to adhere to its original philosophies. By maintaining his
original individuality he has allowed Irregular Choice to become deemed,
“The Lifestyle Choice of Fashion Footwear” by Super Super Mag.
Each collection has its own cornucopia of references often far removed
from the main fashion pack designed to appeal to totally individual
Dan Sullivan (Owner and Designer) designs over 400 styles a season – 800 a year, each style unique in it’s own way!
We are currently at the forefront of unique fashion footwear – our designs are timeless and worn by all age groups ♥
We presently have five Irregular Choice retail outlets – including two
in London, Carnaby Street and Shoreditch. One in our Hometown of
Brighton, Flagships store in Soho, New York and Fashion Walk, Causeway
Bay - Hong Kong.
Irregular Choice sells to over 50 different countries worldwide through wholesale and this number is growing day by day.
Irregular Choice now receives over 1 million searches on Google every month.
We have been working with the same factories in the Far East since we
started (over 11 years ago) and these consist of 3 main factories that
produce solely for us, with 2 other factories as back up. This gives us a
sound production base, which has seen organic and steady growth over
the past 11 years – adapting to the demands of both the trade and the
We are looking to open three more stores in the UK alone
in the next 12-18 months, whilst actively looking to open more
Irregular Choice Stores worldwide in Paris, Rome, Tokyo, Australia,
Dublin, and Santa Monica within the next 12-36 months.
past 10 years Irregular Choice has carved itself a niche market and
inadvertently founded itself a big fan club in well over 200 countries.
This is illustrated by the thousands of followers that we gather on our
social sites each day.
is now ranked 173,967 in the most viewed sites in the world, which is
incredible considering we only launched our site three years ago!!
(Ranked 32,558 in the UK and 151,742 in the U.S.A)
Our website has received well over 1,500,000 hits so far this year alone from over 200 different countries.
We now ship to any country around the world and have many offers on free shipping ♥
Our overall customer numbers registered on our website is currently
approaching 100,000 and we service this by sending out weekly and
monthly newsletters which include offers, promotions and general updates
on the brand’s progression.
Follow us on Twitter - @Irregularchoice
Follow us on Instagram - @irregularchoice #irregularchoice
Facebook - www.facebook.com/irregularchoice
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