A Celebration of Quirky, Eye-Catching Footwear and Accessories
Hello, fellow fashion enthusiasts! If you’ve ever felt like your wardrobe could use a splash of unapologetic fun, a dash of eccentricity, and a whole lot of personality, then Irregular Choice is the brand that’s been calling your name. For over two decades, this British gem has been turning heads (and feet) with its bold, imaginative designs that blend whimsy, color, and creativity in ways that make everyday outfits feel like a party. Whether you’re slipping into a pair of their heels for a night out or grabbing a quirky bag to jazz up your commute, Irregular Choice isn’t just about style—it’s about expressing your inner sparkle. In this deep dive, we’ll explore the brand’s quirky charm, its eye-catching aesthetics, the pleasing and pretty details that make their pieces so addictive, and why they’re surprisingly comfy too. We’ll spotlight some standout shoes and accessories, and even touch on how celebrities like Emilia Clarke have embraced the magic. Buckle up; this is going to be a colorful ride!
The Origins of Irregular Choice: A Story of Standing Out
Irregular Choice burst onto the scene back in 1999, founded by the visionary designer Dan Sullivan in the vibrant coastal town of Brighton, England. Sullivan’s mission was simple yet revolutionary: to create footwear that helped people stand out from the crowd in a market dominated by bland, mass-produced options. Drawing inspiration from his travels, pop culture, and a love for the unconventional, he launched the brand at a trade show in Germany, where it quickly caught the eye of buyers looking for something fresh and fearless.
What started as a small operation has grown into a cult favorite, with flagship stores in iconic locations like London’s Carnaby Street (opened in 2008) and Brighton itself. Over the years, Irregular Choice has expanded beyond shoes to include bags, jewelry, and other accessories, all infused with that signature Sullivan flair—think intricate details, unexpected patterns, and a refusal to play it safe. As Sullivan himself has said, the brand’s DNA is all about complexity and fun; they rarely opt for easy-to-manufacture designs because where’s the adventure in that? This commitment to originality has made Irregular Choice a beacon for those who see fashion as a form of self-expression rather than conformity.
The Hallmarks of Irregular Choice: Quirky, Eye-Catching, and Oh-So-Pleasing
At the heart of Irregular Choice’s appeal is its unbridled quirkiness. These aren’t your average pumps or sneakers—they’re conversation starters, wearable art pieces that scream personality. Imagine heels adorned with flickering lightsabers, boots shaped like dinosaurs, or flats featuring playful motifs from beloved franchises like Disney or Star Wars. The designs are eye-catching in the best way possible, with vibrant colors, bold prints, and unexpected embellishments that draw the gaze and hold it. Whether it’s a polka-dot explosion or a floral frenzy, every piece feels like it was dreamed up in a whimsical workshop.
But it’s not just about shock value; Irregular Choice strikes a beautiful balance between quirky and pretty. Their aesthetics are pleasing to the eye, often incorporating soft pastels, intricate embroidery, and feminine silhouettes that add a touch of elegance to the eccentricity. Take their floral-themed lines, for instance—the patterns are so detailed and harmonious that they evoke a sense of joy and prettiness without overwhelming the wearer. And let’s not forget comfort: despite the elaborate designs, many fans rave about how comfy these shoes are. Sullivan prioritizes quality materials and thoughtful construction, ensuring that even high heels offer cushioning and support for all-day wear. It’s this combo—quirky yet comfy, eye-catching yet pleasing—that keeps people coming back for more.
Spotlight on Standout Shoes: From Heels to Flats and Everything In Between
Irregular Choice’s shoe collection is a treasure trove of variety, catering to sizes up to EU46 and styles for every mood. Let’s break down some of their most popular and iconic offerings that embody the brand’s spirit.
Starting with heels, the Big Day Out Pump is a fan favorite for its dramatic flair. This stunner often features metallic accents, quirky motifs like bows or animal prints, and a chunky heel that’s surprisingly stable and comfy for extended wear. It’s eye-catching with its bold color combos—think hot pink with gold detailing—and pretty enough to pair with a cocktail dress or jeans for that pleasing pop of personality.
For something more classic with a twist, the Mary Jane Oxford reimagines the timeless silhouette in Irregular Choice’s quirky style. These often come in velvet or patent leather with embellishments like stars, hearts, or even LED lights for an extra eye-catching glow. They’re pretty in their retro vibe, but the quirky details make them stand out, and users swear by their comfy insoles that make walking a breeze.
Don’t sleep on their ankle boots, like the Bat My Lashes model. Inspired by gothic whimsy, these boots feature eyelash fringes, bat-wing accents, and rich fabrics that are both pleasing to touch and visually striking. The quirkiness shines through in the thematic elements, but the low heel and padded footbed ensure they’re comfy for fall adventures.
Of course, Irregular Choice is famous for collaborations that amp up the fun. Their Disney line includes heels with Cinderella glass slipper vibes or Alice in Wonderland prints—pretty, pleasing pastels with eye-catching character details. Star Wars fans adore the lightsaber heels, which are quirky tributes to the saga while remaining comfy enough for conventions. And for something more playful, their My Little Pony collection offers pastel sandals and trainers with pony motifs that are irresistibly cute and comfy for casual days.
Flats and trainers round out the lineup, like dino-themed sneakers that are quirky conversation pieces yet comfy with cushioned soles for everyday wear. Overall, the shoes are designed to be pretty without sacrificing comfort, making them ideal for those who want to feel good while looking fabulous.
Beyond Shoes: Accessories That Complete the Look
Irregular Choice isn’t just about what’s on your feet—their accessories are equally enchanting, extending the quirky magic to your entire ensemble. Their handbags and purses are eye-catching showstoppers, often shaped like animals (think cat clutches or bird bags) or adorned with sequins, embroidery, and bold prints. These pieces are pretty in their detailed craftsmanship—soft fabrics, pleasing color palettes—and surprisingly practical, with compartments for essentials while adding that quirky flair.
Jewelry from the brand leans into whimsy, with earrings, necklaces, and bracelets featuring motifs like stars, hearts, or even mini shoe charms. They’re eye-catching yet lightweight and comfy to wear all day. Socks and tights bring the fun down low, with patterns like stripes, florals, or character prints that peek out from your shoes for a pleasing layered effect. Scarves add a cozy, quirky touch with vibrant designs that tie outfits together. Whether you’re grabbing a Sanrio-inspired bag or Care Bears socks, these accessories make any look more pleasing and personalized.
Celebrities Who’ve Embraced the Irregular Charm
Irregular Choice’s appeal isn’t limited to everyday fashion lovers; it’s caught the eye of Hollywood stars too. One of the most notable examples is Emilia Clarke in the 2016 film Me Before You. As the eccentric Louisa “Lou” Clark, Clarke’s character sports a wardrobe full of colorful, quirky outfits, and her footwear steals the show. Specifically, she wears the Petal Fever Printed Pumps—green mary jane heels with a floral print that’s the epitome of pretty and pleasing. These eye-catching shoes, with their polka-dot accents and comfy block heel, perfectly capture Lou’s whimsical personality and have become iconic among fans. Clarke’s portrayal, complete with these Irregular Choice gems, inspired many to seek out the brand for that same blend of quirkiness and comfort.
While Clarke’s role put the brand in the spotlight, other celebs have been spotted in Irregular Choice pieces, drawn to their unique vibe. The brand’s collaborations with pop culture icons make it a go-to for red-carpet rebels who want to stand out.
Wrapping Up the Whimsy
Irregular Choice has spent 26 years proving that fashion can be fun, fearless, and fantastically you. From quirky heels that light up rooms to pretty accessories that add that perfect pleasing touch, their pieces are more than items—they’re mood boosters, comfy companions, and eye-catching statements. If you haven’t explored their world yet, it’s a delightful rabbit hole of creativity waiting to be discovered.
A Sad Note: As of September 2025, Irregular Choice has announced they’re closing down after 26 wonderful years, with their Brighton store shutting on September 28 and the website following soon after. Fans are heartbroken, and in the wake of this news, eBay prices have gone crazy due to scalpers snapping up stock and reselling at inflated rates. If you’re a collector, act fast on official sales while you can—grab those quirky treasures before they’re gone forever!
