Irregular Choice was created by Dan Sullivan in 1999 as a reason to stand out from the crowd. Dan saw that the footwear market was becoming very neutral and black, yet there was a global demand for something different and individual, something to wear with pride. Born in London, England and growing up on the Kings Road in the 70s during the Punk era, Dan was influenced by working directly with Ever last and Katharine Hamlet before he had even graduated from school. With an extraordinary design talent recognised in him from an early age he was trained full time in the footwear industry. Together with his parents, they formulated an equation which would enable Dan to be as expressive as he could possibly be, yet produce creative shoes at an affordable rate without needing the usually high production minimums. Hence, Irregular Choice was born. Dan has stuck very determinedly to his philosophy throughout the past 13 years, which is to keep Irregular Choice as something that is not influenced or changeable but original and set apart from the crowd. His fearlessness translates into the design of the shoes and an Irregular Choice shoe is not like any other you’ll find. Dan doesn’t listen to what’s happening in the fashion industry or what another brand may be doing. This is what makes Irregular Choice designs completely unique and truthful. Each year over 600 different styles are created, and constant planning, photos and sketches, are part of an an ever expanding creative process. Dan has a very clear vision, which is never swayed and is brought to life within the Irregular Choice stores. “Recapture your freedom which eloped with your youth'' - Dan Sullivan, Owner & Designer.