Irregular Choice USA Road Trip Collection

Posted By: FYFO on 04 October 2017


“Recapture your freedom which eloped with your youth”

- Dan Sullivan


Stand out from the crowd when wearing these stunning shoes by Irregular Choice!

Since 1999 Dan Sullivan has created a stunning and truly unique brand inspired by the culture, architecture and foods of the far east. His work is intricate with thousands of different colour combinations and multiple fabrics.


Take a road trip across the famous states of America with these gorgeous and unique collaboration heels by Irregular Choice and Ashbury Skies!


Las Vegas

All bets are off with this one! It is a winner! These gorgeous Vegas inspired court shoes will leave all eyes on you as you walk the streets. With its sparkly upper, intricate casino inspired detailing and unique stacked dice heel will make every step a lucky one!





Palm trees and ocean breeze! These stunning Miami inspired peep toe heels will make you long for the beach! Exploding with vibrant colours, multiple textures, a 3D palm tree and a flamingo you’ll make all the heads turn!


New York



Inspired by the city that never sleeps! These Elegant New York shoes are in everyone’s dreams! With its glitter covered heel and beautiful New York skyline upper, lit by gentle LED lights, make sure you’re ready to take the limelight with these beautiful court shoes!


San Francisco

Who left their heart in San Francisco? Captured in these court shoe are the famous landmarks of a gorgeous city and combined with its glittery accents this charming shoe only has one problem... it’s hard to resist!


Stride with pride in these artistic and unique shoes you won’t be able to resist falling in love with!

Shop Irregular Choice now at FYFO!

Strive - August Brand of the Month

Posted By: FYFO on 02 August 2017


“Comfort as nature intended” for more than 30 years strive have been redesigning footwear incorporating fashion with orthotic technology! After all why should you have to choose between comfort and style?


For August we welcome Strive as our brand of the month! Since the 1980's they have been caring for our feet through the manufacture of their hand crafted custom orthotics made in their UK laboratory. They have even helped care for the royal family's feet! Using their background of orthotics they have developed ever growing, stylish footwear ranges for all. See our recommended styles below!


Add a touch of sophistication to your everyday wear!  This sandal is a summer must have! With its pale gold natural leather and Biochemical Footbed Technology these sandals improve your posture, balance and body alignment while staying on trend.



Maria Buckle 

A versatile shoe for Spring/Summer these sandals combine the contemporary cross over look with a casual cork wrap. Meaning these shoes are perfect for dressing up or down.

Again with the Biochemical Footbed Technology created by Strive these shoes are brilliant for your health as well as being stylish.




Class and elegance define this sandal! The Biochemical Footbed Technology and 3 strap wrap around ensure your feet are secure and healthy, making them easy to wear all day everyday! Now, combine all these with luxurious natural leather and complimentary colours this sandal is not only comfortable but chic too.



Why settle? Have comfort as well as fashionable footwear! Shop these styles and more at FYFO now!

Ruby Shoo - July's Brand of the Month

Posted By: FYFO on 10 July 2017

Summer is officially here and that means one thing, it’s wedding season! Whether you are a bride to be, maid of honour or a wedding guest our brand of the month, Ruby Shoo, has something for everyone. With beautiful heels in a range of exquisite fabrics and prints, plus matching bags, what more could a girl ask for!


A small team with a passion for creating something unique! Ruby Shoo are ‘contemporary, quirky, fun and vintage’. Although only being official for 6 years Samantha Lines has been inspired for many more! Her unique style of combining archive and modern fabrics with gorgeous embellishments create stunning products we can’t get enough of!


Ivy (Blue)

This beautiful court shoe with cotton drill fabric is a shoe fit for day or evening wear! With Its double bow corsage and geometric pattern this shoe is the definition of elegance and full of character. 



Brighton (Blue) – Get the matching look!

Less is more! The Brighton bag with its blue tones and geometric pattern matches perfect to its shoe counterpart, creating a simple but gorgeous look. Complete with a removable chain and magnetic fastening it is suitable for both day and evening wear!



Belfast (Black/Pink)

Staying on trend this summer is a piece of cake with this stunning bag! Its mini gingham and floral pattern contrasts nicely to create a practical but elegant cross body bag. The bag is completed with a detachable fabric shoulder strap and magnetic fastening providing choice in how you wear it. 


Dee (Black/Pink) – Get the matching look!

This louis heeled bar shoe is a match made in heaven with the Belfast bag! With its blooming pink flowers on a mini gingham upper, completed with a delicate corsage and dotted lining this shoe becomes a stylish addition to your outfit. 


Eva (floral)

Eva is a popular and classic Ruby Shoo style! These low-cut court shoes scream summer with the colourful floral upper, complete with applique flowers and denim chunky heel. Combining these 2 strong trends for SS17, they also feature a low platform shoe to provide you with all the comfort you need to wear these day in, day out!


Como (Floral)

And don’t worry; the Eva comes with a matching item too! This floral denim purse is functional with its multiple card slots and zipped pockets this purse is also stylish with its decorative buckle and vibrant colours.


We can’t get enough of Ruby Shoo here at FYFO! If you can’t either shop these styles and more at FYFO now!

Behind the Scenes of our SS17 Shoot!

Posted By: FYFO on 17 May 2017

This month we hit the streets of Norwich City Centre for our Spring/Summer 2017 shoot to provide you guys with 5 of the latest SS17 footwear trends and show how you can style them!



We battled with the weather for this shoot, however with the amazing photographic talent of Rebecca Dennis, second year photography student at NUA and the professionalism of our models Connie Robinson and Jesamine Haynes the photoshoot was a success.

Hair and make up was done by the very talented Ami Illingsworth professional hair stylist/make up artist working for Charlotte Tibury and styling of each outfit was done by our very own Naomi Alderton and Lucie Towndrow.

The shoot was based around our top 5 footwear trends for spring/summer 17 which will be featured in our lookbook. But if you can't wait any longer we are giving you a sneak peak below:


White Sole Wedges: Geox Domezia Wedges

Everyone wants comfort right? But we want to look good too! These Geox women’s wedges are the answer! With their perforated soles the shoes become breathable and cushioning for your feet. While the soft suede upper material creates a more fashionable look. Styled here with a simple body hugging midi dress that’s neutral in tone making the shoes a fashion statement as no one likes to over do it! Add a layered gold necklace to dress up the look or throw on a bomber jacket for more casual occasions.



Mules: Marco Tozzi 2-27115-28-952 Mules

Mules are back for good! This is the trend that you most definitely adopt this season and these Marco Tozzi mules not only cover this trend but also give you that metallic sparkle in rose gold, the colour of the season. Combined here with a subtle white bardot dress with tiered ruffles minimal detail to the dress and a minimal chocker, creating a perfect summer outfit!



Retro Sports: Vagabond Zoe Trainers, s.Oliver 5-21824-38 001 Flatform Sandals and Fiorelli Anouk Backpack

Looking for a classic? Vagabond have got your back! A white pair of sneakers is always essential for your wardrobe! A go-to shoe when you don’t know what to pair your outfit with! Styled here with a black jumpsuit they give you that retro sports vibe that is oh so hot for SS17! Add some big gold hoops and a cute backpack as styled here to go straight back to this 90’s trend!

Less is sometimes more! Styled with a slim white strap dress and pastel pink visor these s.Oliver flatform sandals create an elegant sporty outfit perfect for a date at the tennis! Chunky soled sandals are everywhere this season, giving you comfort and style!



Block Heeled Sandals: Vagabond Saide Sandals

Block heels are both sassy and chic and we are loving this style! The statement gingham skort brings life to the outfit contrasting nicely with the plain black top with fluted sleeves. The lattice cut out detailing of the shoe creates a contemporary style that works to produce a tasteful look.



Summer Metallics: Cara Noway Trainers and FitFlop F-Sporty Trainers

Metallics are becoming an everyday staple colour and are transitioning into our casual looks more and more. Cara and FitFlop have jumped on this trend with their SS18 metallic sneakers. Pair this trend with neutral and pink pastel tones and you’re set for summer! Here our stylists have used satin, flares and culottes, 3 big clothing trends for SS17 to create 2 harmonious looks.




We’re loving these looks are you? Let us know! Shop FYFO now! And don’t forget our full lookbook will be coming soon!


Celebrity Shoes at Coachella

Posted By: FYFO on 25 April 2017

It’s that time of the year again of music, sunshine and fun! Coachella started of the American festival season with a bang with artists such as Kendrick Lamar, Jack Garratt, Lady Gaga, Two Door Cinema Club and more. Here at FYFO we paid attention to what the celebrities were wearing and provide you the means to get similar styles!

Did you fall in love with Katy Perry’s bunny shoes like we did? Her quirky shoes compliment her simple outfit without being over the top.



Bunny themed shoes continue to grow in popularity as we head into spring. Wanting shoes like Katy Perry for you or your little ones? Shop the much loved brand Irregular Choice to satisfy your bunny needs!


Big Wig

Staying on trend is easy with this shoe. It’s pink floral base and bunny embroidery follow the 2 hottest trends for SS17. Like Katy Perry, this shoe is best paired with a minimal outfit to create an elegant statement piece that people won’t forget!

Bunny Pump

Do you have little ones who love Katy Perry and are begging you for shoes like her? Don’t worry FYFO have you covered! Your girls can be just like the singing superstar with this shoe that comes in 2 colours pink and white. These are stylish shoes for little feet while still being great for their safety. The velcro strap ensures they won’t fall off their feet and the rubber sole provides grip for when they run riot!

Comfort is everything at Coachella. But we still want to look stylish! Chloe Norgaard American/Danish model wore these comfy yet stylish black mule sandals to complete her double denim outfit.



Vero Moda Celia Slip

Wanting this look? Don’t waste time and shop Vero Moda now! This black mule though comfy, will compliment any outfit and create a laidback look with its twisted faux suede knot.



Bring it back to basics this summer with the classic Trainer/Dress combination like Selena Gomez who dressed down her flowery blue dress with a pair of white trainers this year. This is a look that is easily achieved and always on trend.



Fitflop F Sporty

At fyfo we have a variety of white trainers such as these Fitflop F Sporty Trainers. These simple lace ups will compliment your summer dress without taking the attention from it. Achieving comfort and style.




Tribal and western are always trends that are festival ready! Victorial Secret models Alessandra Ambrosio and Sara Sampaio showed us how to style these trends effortlessly at the Revolve Coachella party.



Grab Sara’s style with the Chelan heel from Ravel. With a colourful tribal print and lace-up, beaded detailing you’re getting major style goals all in one shoe!



Finding the right shoes to wear is a nightmare! But don’t worry here at FYFO we not only sell you the brands but we will help you style them too! Check our Polyvore page as well as reading our blogs to find latest trends, what we have new in store and how to wear them.


Shop now at FYFO.




Cara – April's Brand of the Month

Posted By: FYFO on 06 April 2017

It’s that time of year where we struggle to find shoes that suit our needs. Transitional weather means we can’t stay in our warm winter boots but its too chilly to bring out the summer sandals. So for April’s brand of the month we offer you the solution! Cara’s Spring/Summer 17 range gives you styles that are bang on trend, practical and amazing quality.


Since opening their doors in 1986 Cara have become an innovative brand for Women’s footwear with their ever-evolving high quality designs that transform your everyday look. Their serge of popularity now means they supply to over 200 boutiques across the UK and Republic of Ireland as well as being online and having 8 independent stores of their own!



Time for a wardrobe update? Adonis, the everyday shoe that can be dressed up or down to suit your occasion and will be the perfect addition to your collection. This shoe is 100% suede with a jumbo fringe, a delicate bow and sports sole. Combine this with its metallic finish you’ll never be off trend.



Eager for summer after the recent weather? Another new Cara style for SS17 is Randy Lace. With its jute rope thick sole, a signature for espadrilles, its lace material and pale pistachio colour, the design creates a summer feel while still providing warmth from the spring time breeze with its full foot coverage. 



Wanting more of the latest trends? Noway in pastel pink is the shoe for you. Inspired by the up and coming colour way this shoe is made of pink suede. Combined with its metalic toe cap and the contrasting white sole this shoe is a luxury style while still having comfort at heart with its shaped in-sock to fit the contours of your feet.



We have more Cara styles dropping throughout the season so keep your eye on our social media for updates! Want to know more about this incredible brand and how to style these pieces for SS17, take a look at our Polyvore for more inspiration! 

Shop Cara on FYFO now! 

Lacoste - February's Brand of the Month

Posted By: FYFO on 22 February 2017

Lacoste is a French clothing company, founded in 1933 by tennis player René Lacoste and André Gillier who was the owner and president of the largest French knitwear manufacturing firm at the time. The company can be recognized by its green crocodile logo. René Lacoste, the company's founder, was nicknamed "the Crocodile" by fans because of his tenacity on the tennis court. 82 years after its creation, Lacoste is still an iconic lifestyle brand, which combines innovative fashion with comfort and quality.

This luxury brand takes inspiration from tennis, sailing and other sports to bring you a selection of stylish shoes and plimsolls.




Lemon Jelly - January's Brand of the Month

Posted By: FYFO on 17 January 2017

Lemon Jelly isn’t your average brand. They have one special feature that makes them stand out from the rest. All their shoes and accessories are scented! Can you guess the flavour?  The clue is in the name. Whenever we show Lemon Jelly items to people at blogger events, their favourite thing, and the thing that makes them remember Lemon Jelly is their amazing lemon scent. Designed, developed and produced in Portugal, Lemon Jelly products are high-tech product and rely on human feelings for the choice of materials and attention to details. Lemon Jelly styles vary from brogues to wellies and heels and boots in between.






Colourful, bold and not to mention scented, Lemon Jelly shoes are certainly not your normal shoe brand. We love this brand, as their styles can inject colour into your outfit, go from day to night, and have cute additions like glitter, jewels or velvet. Our favourite styles at the moment are the “Royal 03” which has gem detailing and metallic patterned elastic at the ankle, the “Dust 01” welly boot which has a removable section so the boot can go from short to log depending what you like and has gorgeous speckled detailing and finally the “Lara 11” ankle boot which features a super on trend mini block heel in a stand out lilac, so it hits the colour block trend too!



Irregular Choice – December’s Brand of the Month

Posted By: FYFO on 22 December 2016

Designer Dan Sullivan created Irregular Choice in 1999 as a reaction against the footwear market in the late 90's, which he saw as incredibly boring, brown and black styles. Taking a stand against a market that was becoming very neutral and dull, Sullivan began designing quirky shoes inspired by his travels in Asia. As the company’s ethos reads, “Recapture your freedom which eloped with your youth” - fearless designs and vivid colours are what define Irregular Choice, and make them so popular with the customers. 




The shoes aren’t inspired by trends within the fashion industry, but hold their own as individual pieces of art. The iconic Irregular Choice is dainty in shape, heavily embellished and constructed out of lavish fabrics. Another major feature in Irregular Choice shoes are their quirky heel styles, the "character heels". These have been character such as Santa Claus, squirrels, Cinderella and Alice in Wonderland.


Over the years, and as the brand increased in popularity, Irregular Choice have released collaboration collections that have all been extremely successful. Alice in Wonderland, Cinderella, and Star Wars have all had their own unique collections that have proved to be sell outs every time. 



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