Design Asylum (Irregular Choice)

Retail Apparel and FashionLondon, United Kingdom201-500 Employees

A source of something fresh & fun since 1999. 🇬🇧

Irregular Choice was created by Dan Sullivan in 1999 as a reason to stand out from the crowd.

His aim was to create an exceptional offering of fashion shoes with the emphasis on fun, funky Irregular designs.

With parents as designers of creative shoes in the 70’s & 80’s Dan had a taste for footwear at an early age. Those experiences inspired him to create Irregular Choice. He knew that customers wanted something different and fun but at affordable prices. The formula has worked and people all over the world have fallen in love with Irregular Choice.

All designing is still done by Dan Sullivan himself to ensure that the styles remain fresh, unique to the vision Dan has of the brand. Which is what makes Irregular Choice designs completely truthful to its name.

Embellished heels, ornate wood carvings, tiny intricate charms, lavish fabrics, memorable colours combinations, everybody has an Irregular Choice favourite shoes or story. Dan’s library of fabrics, leathers, prints, trims, toys and colours are simply never-ending.

Each season Dan creates over 300 different Irregular unique styles, and is constantly jotting down ideas and sketches as an unstoppable creative process, and must be now getting to over 10,000 styles created since the companies birth.

What begun in the small seaside town of Brighton with outlets across Europe, Irregular Choice is now highly respected international brand stocked in over 50 countries worldwide including Europe, North America and Asia with various flagships retail stores across the world.

Sign up for free to view info

Email Format Employee directory