Irregular Choice
Irregular Choice is a fashion brand founded in Brighton in 1999.[1] It specialises in unusual footwear, bags and accessories.
History
Irregular Choice was founded in 1999 by the designer Dan Sullivan. He told Women's Wear Daily that his brightly coloured, unusual designs were created in response to "boring" and "very black and brown" British High Street fashions in the late 1990s, and that the printed and coloured footwear sold far better than the classic designs.[2] Sullivan's mother had originally designed for the fashion label Red or Dead, and his father had founded a shoe brand called Pod, which led Sullivan down the path of wanting to "do something mad and adventurous, something based on an irregular concept."[3] Irregular Choice has collaborated with multiple brands and designers. A small collection of shoes created for Heatherette's 2007 collection reportedly led to demand from the likes of Mena Suvari, Theodora Richards and Lydia Hearst; and was followed up by a spin-off range called Heatherette Loves Irregular Choice in response to fan demand.[2][4] For two years they produced a line in collaboration with the cult fashion doll Blythe, featuring the doll's image.[2]
Products
Stores
In 2003 Irregular Choice debuted their shoes onto the American market, and within a year were being stocked by 240 stores across the United States.[3] In 2007 Irregular Choice opened its first shop in SoHo, Manhattan, with weekly sales from $25,000 to $35,000.[2] By 2012 they were selling products in more than 50 countries, with new shops opening in Hong Kong and Paris and aiming to open a new shop in Dublin.[1] In 2008, their flagship store launched on Carnaby Street in London,[5][6] and alongside the Brighton shop (opened in 2010),[7] two additional Irregular Choice shops were opened in Leicester and Norwich in 2012.[8]
Links
- Official website: http://www.irregularchoice.com/
References
- ↑ 1.0 1.1 "In Short: A round-up of today's other stories in brief". The Irish Times. 8 February 2012. Archived from the original on 2 March 2017. Retrieved 5 September 2014.
- ↑ 2.0 2.1 2.2 2.3 Edelson, Sharon (29 November 2007). "U.K. footwear brand goes sweet for SoHo.(Irregular Choice)". Women's Wear Daily. Archived from the original on 21 September 2014. Retrieved 5 September 2014.
- ↑ 3.0 3.1 Taylor, Sarah (9 February 2004). "Business Unusual; Irregular Choice's Designer Talks Lateral Thinking, British Fashion and A Certain Brick Wall. (Sullivan, Danny)(Interview)". Footwear News. Archived from the original on 21 September 2014. Retrieved 5 September 2014.
- ↑ "Irregular Shoe Candy". VOGUE UK. 26 February 2007. Retrieved 5 September 2014.
- ↑ Barnett, Leisa (5 November 2008). "Something Irregular". VOGUE UK. Retrieved 5 September 2014.
- ↑ "Irregular Choice: Footwear brand's debut UK store on Carnaby Street brightens shoppers' moods!". Company. Hearst Magazines UK. Retrieved 5 September 2014.[permanent dead link]
- ↑ Bearne, Suzanne (16 June 2010). "Irregular Choice to open second UK store". Drapers (subscription required). Retrieved 5 September 2014.
- ↑ Gallagher, Victoria (26 October 2012). "Irregular Choice plans duo of new stores". Drapers (subscription required). Retrieved 5 September 2014.