Danny Sullivan launched his first line in August 1999
from quaint seaside town Brighton on the south coast of England and he
has been on a mission to change everything about the way we see and wear
shoes.
Informed by his travelling experiences, the brand kicked off its first
season with its own take on the traditional Japanese split-toe look,
which still makes an appearance in every collection.
Irregular Choice is more than just the name of a brand. It's a state of
mind, a way of being.
It’s a supply of something fresh and fun that maintains imagination and
originality above all else.Over the last 10 years Irregular Choice has
carved itself a niche and inadvertently founded itself a fan club, which
includes top international celebrities and the fashion press. Today,
the brand has two flagship stores in London and New York.