IRREGULAR CHOICE is known for maintaining creativity and individuality in a world of conformity.  It is more than just the name of a brand. It's a state of mind, a way of being.  A supply of something fresh and fun that maintains imagination and originality above all else. In 1999, IRREGULAR CHOICE was launched from the quaint seaside town of Brighton on the south coast of England, by design entrepreneur Dan Sullivan. Dan was on a mission to change the way we see shoes and put his Irregular ‘stomp’ on the footwear world. IRREGULAR CHOICE has since been named ‘The Lifestyle Choice of Fashion Footwear’ by Super Super mag and The Purveyor of Fresh, malicious and multicoloured shoes’ by WAD. They have also launched a flagship store in New York’s Nolita neighbourhood and a residence on London’s Carnaby Street.