Irregular Choice held a party in their Carnaby Street store on Tuesday – it was a lot of fun!
I have small feet and tend to like quirky shoes. I like interesting heels, textures and colours and I don’t like to spend a huge amount of money on shoes. I discovered Irregular Choice shoes a few years back when I first came to the UK. They had lots of round toes, which I quite liked as they tend to make your feet look even smaller – more doll-like.
The evening started with jelly beans, fruit juice and lots of pink drinks followed by Spoken Word artist Laura Dockrill aka ‘Dockers MC’ and Polly Scattergood performed live sets from her new album.
Singer Mollie Boy Blue with designer Danny Sullivan.
Brighton based designer Danny Sullivan started Irregular Choice in 2000. Although he has no formal training as a shoe designer Danny grew up in the foot trade: his parents set up and ran the infamous ‘Transport’ on London’s King’s Road in its heyday, throughout the ‘60s and ‘70s. 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. They launched their first men’s collection in 2004 and collaborations with cult doll Blythe (this collection was super cute) and New York hipsters Heatherette.
Sales at the store have consistently been 70% over target since day one. They sell about 500-650 pairs a week in a tiny 850 sq foot shop on Carnaby Street. With sales of around 200,000 pairs a year across the UK and over 100 stockists including Office, Shoe, Poste Mistress and Selfridges, Irregular Choice’s cult status has also been helped by a celebrity following including Gwen Stefani, Katie Perry, X-Factor’s Diana Vickers, Sienna Miller, Mollie Boy Blue and Agyness Deyn.
You can purchase a pair of Irregular Choice shoes in over 30 countries – from Singapore, China, and Taiwan to Serbia, Russia, New Zealand, Brazil and the USA including a store in New York’s Lafayette Street!