The Irregular Choice brand has been established for just over ten years, having been founded in August 1999 by Dan Sullivan. However, Sullivan didn't just have a vision of creating a brand that was unique with its footwear, but within the mind and overall state of being. Thus, he created a brand truly unique and individual in its creative designs and styles, allowing for a brand that was much more than just footwear, but an outspoken freshness in an all too conscious world.

Dan Sullivan was a design entrepreneur who had a dream, to put his irregular designs into practice and change the way people saw the footwear world. This unique creativity that Dan appeared gifted with perhaps stemmed from his up-bringing, with his parents having owned the Transport store on London's Kings Road. This shop became renowned during the 1970's and involved working with Katherine Hamnett and Red or Dead, both whom were distinctive and outspoken for the time, sewing the seed in Dan's mind for a fashion brand that was bold and distinctive.

Having observed such unique qualities, Dan was able to imagine that such qualities could be carried forward into his own footwear brand, and thus the Irregular Choice brand was created, inspired by his own experiences and travels. He started Irregular Choice's career with a design centred around the traditional Japanese split-toe look (something he has carried forward into many of his current collections). His evident talents has allowed Irregular Choice to become 'The Lifestyle Choice of Fashion Footwear' as voted by Super Super Mag.

Since establishment, Irregular Choice have opened stores in New York, Brighton and London, and all continue the unique qualities within their store designs with rainbows, flashing lights and a general feeling of being carried into a dimension. Therefore, over the past ten years, Irregular Choice has developed its own fan club, with celebrities such as Whoopi Goldberg being fans of the footwear brand. As each collection appears, the boundaries of Irregular Choice shoes are pushed, allowing for distinguished, fabulous shoes with each season. Equally, Irregular Choice continue to collaborate with various designers and brands, continually adding to their collections.

“Recapture your freedom which eloped with your youth.”
Dan Sullivan, Irregular Choice