Irregular Choice

When self taught footwear designer Danny Sullivan set up eclectic, British, fashion footwear and accessories brand Irregular Choice in August 1999, he quickly carved a niche by delivering collections that are individual yet accessible to regular customers. Irregular Choice is not on an academic mission to fit with trends - more to break with convention - the essence of Danny's vision is to make you look twice. The original women's collection was complemented by the launch of the men's line in 2002. Each collection has its own cornucopia of references often far removed from the main fashion pack designed to appeal to totally individual Irregular souls.