Irregular Choice SS11
About Us
“Recapture your freedom which eloped with your youth’’
Creator and Designer, Dan Sullivan
Irregular Philosophy
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.
History
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.
Dan was on a mission to change the way we see shoes and put his Irregular ‘stomp’ on the footwear world.
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 Nolita neighbourhood and a residence on London’s Carnaby Street.
Dan came from an original design background, educated by his up- bringing and surroundings, his parents owned the well renowned Transport store on London’s Kings Road in the 70s, working with the likes of Red or Dead and Katherine Hamnett, back when fashion was about being distinctive and making a strong statement. This propelled Dan into launching the Irregular Choice brand. Dan saw the gap for fresh, fun footwear, always keeping true to the original source of inspiration and imagination: his unique travels and experiences.
Irregular Choice kicked off its first season with its own take on the traditional Japanese split-toe look, which often reappears in current collections.
Over the last 10 years Irregular Choice has carved itself a niche and inadvertently founded itself a fan club. Having had collaborations with some of the worlds most sought after brands and designers, we are constantly pushing the boundaries with each collection. IC has even been named ‘The Viagra of the shoe industry’.
With over 500 pieces designed by Dan per season, plus handbag lines, a new girls’ sneaker range titled ICED, clothing releases and hotter than hot collabs with Hollywood design duo Heatherette, Fashion innovator Emma Bell, cult 60s doll Blythe and streetwear company Akomplice, we are relentlessly portraying the Irregular ethos.
The Stores
New York: 276 Lafayette St, New York. 10012. Tel: +1 212 334 3404 nystore@designasylum.com
London: 35 Carnaby St, London. W1F 7DP. Tel: +44 (0) 207 494 4811 carnabystreet@designasylum.com
Brighton : 38 Bond Street, Brighton, BN1 1RD. Tel : +44 (0) 1273 777120 brightonstore@designasylum.com
Flashing lights and shooting stars, graffitied forests and spaceship rainbows are just some of the surroundings when you step into an Irregular Choice store. You feel transported to a land of gothic Lolita covens with platforms, booties and pumps in all shapes and sizes adorning the rose printed walls.
The stores bring out exclusives you cant find elsewhere, limited releases (with each pair individually numbered) and past favourites.
Irregular choice sent me their new spring summer look book and i personally think its fantastic! It makes me want to play hooky from all my responsibilities and run around Silverlake rummaging all the tea shops and taco stands for the day. They let me pick a few pairs out to keep, of course I got the plastic fruit and flower ones. I can't wait until they arrive.
Really like the shoot of this.. Red or Dead dont do have any promotional images on their website. They should do this as its more up to date and tells a story to the consumer!
Another thing irregular choice does..
Another thing irregular choice does..
Irregular Choice hits the West End in Shoes the Musical
Category: General, Irregular Occasions, Tags: Danny Sullivan, elle, irregular choice, joe zee, shoes, shoes the musical, west end
Irregular Choice have made their West End debut, in the spectacular new show Shoes the Musical. Danny Sullivan was invited to design some shoes especially for the show – and they certainly are certainly lighting up the stage. On Friday night a very lucky few were invited to a Q&A session with Danny Sullivan in the interval to ask him all about his inspiration for his designs. The show opened on 8th February and runs through til 3rd April – tickets are selling very fast, so catch it while you can. Even Elle USA’s Creative Director Joe Zee (also of The City fame where he stars alongside Whitney Port and Olivia Palermo) has been spotted there – so its a shoe lovers must see.
Other brands that got involved include.. L.K Bennett and Goergina Goodman..
Other brands that got involved include.. L.K Bennett and Goergina Goodman..
Will give alot of free publicity away to these brands.. more of an intresting thing to get involved with than just normal marketing of shoes..
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