Irregular Choice Footwear

Irregular Choice is a distinctive British footwear brand founded in 1999 by designer Dan Sullivan. Based in brighton, the brand was created to offer an alternative to the uniformity of the high street, focusing on whimsical, ornate, and highly artistic shoe designs that often feature unconventional heels and vibrant prints.

While the creative heart and brand identity remain firmly rooted in the United Kingdom, production is carried out internationally. Most manufacturing takes place in China, where specialized factories handle the brand's complex and intricate construction requirements. The company remains an independent entity under the leadership of its original founder, maintaining its niche positioning in the global fashion market.