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Irregular Choice was created in 1999 by Dan Sullivan with the main reason: to stand out from the crowd. In the 90s, Dan saw that the footwear market was full of black and grey, yet there was a great demand for something individual and different. He was fortunate to travel the world, and by 18, Dan opened his first-ever shoe shop, which turned into 6 stores in Covert Garden.
At 23, he decided to close the stores, travel to see what the rest of the world had to offer and add something to his extensive knowledge. In his mid-20s, he decided to go and meet with factories in the Far East and learn about the opportunities being offered. The architecture, food, and culture inspired Dan to come up with the first collection in 1999 and the spit toe idea (still incorporated into today's designs).
The opportunities discovered by Dan in China allowed for creative and detailed manufacturing in small quantities and at an affordable price. Therefore, Dan combined his experience gathered from travel across the world with the resources of the Far East to come up with the Irregular Choice brand.
All Irregular Choice shoes come in a different, experimental, and fun design and are as unique as the wearer. Are you looking for footwear that you can rock with almost everything? Irregular Choice is your best option! This brand offers a wide range of shoe types like:
Today, Irregular Choice produces more than 600 new footwear designs yearly, expanding the catalogue to over 10,000 unique designs. Despite the difference in design and experience, you will always have that one regular favourite. We all can agree that they are all absolutely-undeniably fabulous.
Irregular Choice will always try to be different from the rest of the footwear hence the different colour and design combinations in every model. Dan Sullivan's family was rife in design (they created “transport” and “Chaos collection”), and it seems he inherited all the combined creative genes to come up with different models like:
The Irregular Choice brand was created in the UK by Dan Sullivan many years back, and it is now adored and worn by millions of fans worldwide. The combination of magic and childhood dreams has led to the creation of these beautiful shoes that indulge your inner self.
Irregular Choice shoes are:
You can choose a pair of your favourite Irregular Choice shoes and base your entire outfit around them. Some of the outfits you can rock with any Irregular Choice include:
Current Offers
Free Delivery for orders above £30 from our UK warehouse. All offers valid while stocks last.
Promotional Offers: You may only use one voucher code per order.
Current Voucher Codes:
WINTER5RS: Save an extra 5% off any order over £40*
To use your voucher code, please enter in your code on the "Payment Page", in the box labelled "Promotional Code".
Please be sure to check the purchase conditions of your discount code before completing your order.
If your voucher applies, your discount will be applied to the items in your shopping bag and the price will be amended.
Gift vouchers and discount codes may not be used on items which are already on sale or promotion, unless specified otherwise.
*Brands which may be excluded from voucher use: Mellow Yellow, Sendra Boots, Chie Mihara, Minnetonka, Castaner, Clarks, Camper, Hub Footwear, UGG Australia