Danny Sullivan launched his first line in August 1999 from quaint seaside town Brighton on the south coast of England and he has been on a mission to change everything about the way we see and wear shoes. 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 more than just the name of a brand. It's a state of mind, a way of being. It’s a supply of something fresh and fun that maintains imagination and originality above all else.Over the last 10 years Irregular Choice has carved itself a niche and inadvertently founded itself a fan club, which includes top international celebrities and the fashion press. Today, the brand has two flagship stores in London and New York.