Irregular Choice

With the line’s incredibly unique shoes, it comes as a surprise that founder Sullivan has had no formal training or experience in fashion design. However, the brand’s all-around designer was highly influenced by his parents, who ran the store Transport – a hot quaint footwear boutique during the 70’s and 80’s. This fashion hub, where Sullivan grew up learning what’s hot and not in the footwear biz, is  located at London’s Kings Road.

Although he never thought of being a designer, being surrounded by fashion inspired him to become one. As he said in his The Dish interview, “I never really thought I would pursue fashion as I was growing up, but as I was surrounded by it my whole life, I was being nurtured into it.”

He adds: “I am sure there is also nature involved, as my parents came from a very non-fashion background, and they found their talent for fashion even in their world of upbringing, which was miles away, and that probably flowed through the generation.”

True enough, Danny found himself venturing into fashion at a young age. At 18, Danny opened his first shoe shop at Covent Garden. Five years after, he abandoned his humble store to explore what the world had in store for him. This, in fact, paved the way for hist stints at Everlast and Soviet Clothing.

As for his interaction with fashion, he says: “It was only in later life that I realized that it was actually quite natural for me to design, and through the endless nights of sitting round the dinner table as a kid, or being dragged to exhibitions, shows, factories, and being constantly bombarded with fashion when growing up, that I actually realized that I had a knowledge that I could enjoy and put to use.”

Irregular Clothing's Bo Diddly shoe for men.

Irregular Choice – as its name suggests – was not created to go with the trends, but to break away from them. Irregular Shoes were created to appeal to “irregular souls” after all.

As for Danny’s inspirations, he said that he doesn’t know or he’s just not quite sure what drives him to create unique shoes. He adds,” I love anything creative and original, which is harder and harder to come by these days. But there are still creative people in the world, and I love getting surprised by lots of different walks of life. Inspiration can come from anywhere at any time, and usually from unexpected places.”

Perhaps Irregular Choice’s trademark look is the Japanese split-toe shoe. This style, influenced by his frequent travels, is a style which continues to be the crowning glory of every collection Sullivan creates.

In 2004, Irregular Choice branched out by releasing its first men’s and accessory collection. The brand has also collaborated with Heatherette to come up with a limited edition shoe, sold only online during the Spring/Summer 2007 collection.

Celebrity fans include popstar and designer Gwen Stefani, model Lizzy Jagger, the OC star Mischa Barton. Irregular Choice merchandise have also graced the pages of several magazines, such as Elle, Shuz, Maxim, and Vivid.

Irregular Choice products are available across the US, UK, and through several online retailers.