Irregular Choice was created by Dan Sullivan in 1999 as a reason to stand out from the crowd. Back in the late 90's 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 King's Road in the ’70s during the Punk era, Dan was fortunate enough to travel the world throughout the '70s and 80's with his family.

Whilst his parents developed their own Irregular footwear collections, including “Transport” and “Chaos Creators”, Dan got to visit the most amazing and inspirational locations, allowing him to soak in everything that surrounded him. He had left home by the age of 15 and opened his first shoe shop in Covent Garden at the age of 18, which soon turned into 6 stores until at 23 he decided to close the stores so he could travel and add to his already extensive knowledge of what the rest of the world had to offer.

Beserk bring Irregular Choice to you. With an amazing range of vibrant colours and designs, Irregular Choice may just become your favourite shoes! Dan's fearlessness translates into the design of these shoes, and an Irregular Choice shoe is not like any other you’ll find. Irregular Choice designs completely unique and truthful, as Dan pays no attention to the fashion industry or other brands. 

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.