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:

• Flats
• Boots
• Trainers
• High heels
• Sandals
• Concept heels
• Platform
• Mid heels

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:

• Summer Breeze
• Dazzle Razzle
• Nick of Time
• Abigails Third Party
• Darling Bud
• Happy Houseplant
• Daisy Dancer
• Think About It
• Miaow
• Force of Beauty
• Hiya Synth
• Skylar
• Head In The Clouds
• Mint Slice
• Banana Boat

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:

• Super cute
• Perfect for animal lovers
• Versatile with many themes to choose from
• Unique, you will stand out in the crowd
• For everyone

What style to wear with Irregular Choice shoes?

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:

• Leopard print dress or skirt and a black t-shirt with Happy Houseplant
• Multicolour top and a Ghost House Bag with Force Of beauty Irregular Choice shoes
• A pink Top, pink vinyl trousers, and vinyl record design handbag with Abigails Third Party
• Blue velvet dress and black handbag with Miaow
• Straight leg jeans and colour coordinating sweater with Irregular Choice
• Green or blue tights and short black/darker skirt and a white top with Irregular Choice
• A black dress and a black wool coat with Irregular Choice