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 August 1999, Irregular Choice was launched from the quaint seaside
town of Brighton on the south coast of England, by design entrepreneur
Dan Sullivan.

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 Nolitaneighbourhood and a residence
on London's Carnaby Street.