Maintaining creativity and individuality in a world of conformity. Irregular Choice 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.

Ever since Brighton UK based designer Danny Sullivan launched his first line in August 1999, he has been on a mission to change everything about the way we see and wear shoes. Danny saw a need for something fresh and fun that maintains imagination and originality above all else. Informed by his travelling experiences, the brand kicked off its first season with its own take on the traditional Japanese split-toe look, which still makes an appearance in every collection. Danny Sullivan's inspiration is ethereal in its source. He let's his imagination run wild. His vision always provides a range that is lateral, individual and wearable.

Over the seasons Irregular Choice has carved itself a niche and inadvertently founded itself a massive cult following. The AW09 collection includes 'Wicked Western' which is a cowboy inspired style with an Irregular Choice twist. Other must haves include signature style 'Flick Flack' spat shoe which has been updated this season in fun patent leathers and disco meets 80s new wave dance floor with the truly dazzling 'Shimmy' and 'Diamontia'.