Irregular by name Irregular by nature…

Irregular Choice is more than just the name of a brand to the people who are part of the company.  It’s a state of mind, a way of being and is passionately adored by an international fan base of individual style seekers.

Danny Sullivan, founder and designer, is the creative energy behind Irregular Choice. It will surprise to most to learn that he has no formal training.  His innovative, fearless approach to design is thanks to his innate talent and to some degree his footwear industry pedigree –Danny’s parents (Carole and Jim Sullivan), were at the forefront of the fashion scene in and around London’s King’s Road at its heyday in the ‘60s and ‘70s with their infamous ‘Transport’ store.

At 15, Danny left home to explore the sights of London before opening his first shoe shop in Covent Garden at the age of 18.  By 23, Danny decided to close the shop down so he could explore what the world had to offer.  Once he returned from his adventures, he had brief stints designing for Everlast and Soviet Clothing prior to setting up ‘one of a kind’ brand, Irregular Choice in the summer of ‘99.

Informed by his travelling experiences, the brand kicked off its first season with its own take on the traditional Japanese split-toe look, which still makes an appearance in every collection.

Irregular Choice is not on an academic mission to fit with trends – more to break with convention – the essence of Danny’s vision is to make you look twice.  Each collection has its own cornucopia of references often far removed from the main fashion pack designed to appeal to totally individual Irregular souls.

With the launch of its first men’s collection in 2004 and collaborations with Blythe and New York hipsters Heatherette in 2006 – 2008, Irregular Choice has continued to go from strength to strength.

Irregular Choice opened their first store on New York’s Lafayette Street in December 2007 followed by their London store on Carnaby Street in October 2008.  2010 saw the launch of their third store in the brand’s home town of Brighton. Most recently Irregular Choice have opened in Hong Kong along side pop up stores in both London’s Boxpark and Paris.

The brand has been snapped on Jessie J, Rita Ora, Sienna Miller and Lana Del Rey

For further information, please contact sophie@dustpr.com, abby@dustpr.com or harriet@dustpr.com