Irregular Choice

Irregular Choice was created by Dan Sullivan in 1999 as a reason to stand out from the crowd. Dan saw that the footwear market was becoming very neutral and black, yet there was a global demand for something different and individual, something to wear with pride. Born in London, England and growing up on the Kings Road in the 70s during the Punk era, Dan was influenced by working directly with Everlast and Katharine Hamnett before he had even graduated from school.

His parents saw an extraordinary design talent in him from a young age and quickly began to use their chain of shoe stores, Transport, to train him full time in the footwear industry. He had left home by the age of 15 and opened his first shoe shop in Covent Garden at the age of 18. At 23 he decided to close the store so he could travel and add to his already extensive knowledge from what the rest of the world had to offer.