Design Asylum (Irregular Choice)

Retail Apparel and FashionEngland, United Kingdom11-50 Employees

Design Asylum, trading as Irregular Choice, designs and retails fashion footwear defined by playful, unconventional styling. Founded in 1999 by Dan Sullivan, the brand aims to offer standout shoes at accessible prices. Sullivan personally designs all styles to ensure the collection reflects the brand’s distinctive character, with hundreds of new designs developed each season. The brand originated in the seaside town of Brighton and is now based in London, England, operating within the retail apparel and fashion sector.

Irregular Choice has expanded to an international presence, with flagship stores and products available in more than 50 countries. Over the years it has partnered with major brands to release licensed collections, including Scooby-Doo, Transformers, and Justice League, and in 2025 launched a Monopoly collection with Hasbro.

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