Irregular Choice
December 31, 1969 · Print This Article
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 traveling 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. The footwear trade is in Dannys blood his parents set up and ran the infamous Transport shop on Londons Kings Road in its heyday, throughout the 60s and 70s. At 15, Danny left home to explore the sights of London, opening his first shoe shop in Covent Garden by the age of 18. At 23, Danny closed the shop to further discover what the world had to offer. On returning from his adventures, he had brief stints designing for Everlast and Soviet Clothing prior to setting up Irregular Choice. Danny Sullivan’s inspiration is ethereal in its source. It doesnt follow themes or create mood boards to tie down the creative process. He let’s his imagination run wild. The end result is much like a candy store, with every kind of flavor you could wish for. Because Irregular Choice is not designed abiding to trends; its mission is more to break with convention - Danny’s vision always provides a range that is lateral, individual and wearable. Over the last 7 years Irregular Choice has carved itself a niche and inadvertently founded itself a fan club. 2004 saw the launch of a refreshingly different collection for men. Once you discover Irregular Choice, you dont look at shoes in quite the same way ever again.
shoes we specialize in:
Contemporary / Fashion
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