Irregular Choice 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.

With the unicorns, the clouds, and all the fantastic men’s and women’s shoes you will feel as though you've stepped into a wonderful dream at the new Irregular Choice store on Carnaby Street.

Ever since Brighton UK based designer Danny Sullivan launched his first line in August 1999, he has been on a mission to change everything about the way we see and wear shoes. Danny saw a need for something fresh and fun that maintains imagination and originality above all else. 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. Danny Sullivan's inspiration is ethereal in its source. He let's his imagination run wild. His vision always provides a range that is lateral, individual and wearable.
Irregular Choice is not on an academic mission to fit with trends – more to break with convention. The idea is to make you look twice, with garnishing and detail that any wedding cake would be proud of. Each collection has its own cornucopia of references often far removed from the main fashion pack, designed to appeal to totally individual Irregular souls.