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.