Irregular Choice created by Dan Sullivan in 1999 as a reason to stand out from the crowd.

Back in the late 90’s Dan saw that the footwear market was becoming very neutral & black, yet there was a global demand for something different & individual, something to wear with pride.

Born in London, England, growing up on the Kings Road in the 70’s during the Punk era, Dan was fortunate enough to travel the world throughout the 70’s and 80’s with his family.