Dan sullivan irregular choice biography template

British shoe manufacturer

Irregular Choice is a fashion brand founded in Brighton in ^[1] It specialises in unusual footwear, bags and accessories.

History

Irregular Choice was founded in by the designer Dan Sullivan. He told Women's Wear Daily that his brightly coloured, unusual designs were created in response to "boring" and "very black and brown" British High Street fashions in the late s, and that the printed and coloured footwear sold far better than the classic designs.^[2] Sullivan's mother had originally designed for the fashion label Red or Dead, and his father had founded a shoe brand called Pod, which led Sullivan down the path of wanting to "do something mad and adventurous, something based on an irregular concept."^[3]

Irregular Choice has collaborated with multiple brands and designers.

A small collection of shoes created for Heatherette's collection reportedly led to demand from the likes of Mena Suvari, Theodora Richards and Lydia Hearst; and was followed up by a spin-off range called Heatherette Loves Irregular Choice in response to fan demand.^[2][4] For two years they produced a line in collaboration with the cult fashion doll Blythe, featuring the doll's image.^[2]

Products

Among Irregular Choice's early designs were shoes and boots based upon the traditional Japanese split-toe look.^[5] In Summer , the brand introduced handbags; followed up with gloves, umbrellas and other accessories for that year's Fall collections.^[3] In February they launched a womenswear line using prints that Sullivan's team designed themselves.^[2] One Irregular Choice trademark is the "character heel," including rabbit-shaped ones (called 'Thumper'),^[6]garden gnome^[7] and unicorn designs.^[8]

Stores

In Irregular Choice debuted their shoes onto the American market, and within a year were being stocked by stores across the United States.^[3] In Irregular Choice opened its first shop in SoHo, Manhattan, with weekly sales from $25, to $35,^[2] By they were selling products in more than 50 countries, with new shops opening in Hong Kong and Paris and aiming to open a new shop in Dublin.^[1] In , their flagship store launched on Carnaby Street in London,^[9][10] and alongside the Brighton shop (opened in ),^[11] two additional Irregular Choice shops were opened in Leicester and Norwich in ^[12]

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