Irregular Choice


Irregular Choice was created by Dan Sullivan in 1999 as a reason to stand out from the crowd. Dan saw the footwear market was becoming very neutral and black, yet there was a global demand for something different, individual and something to wear with pride.

Irregular Choice shoes feature embellished heels, ornate wood carvings, tiny intricate charms, lavish fabrics, and memorable colour combinations. The Irregular Choice library of diverse fabrics, leathers, prints, trims, toys, glass, furs and colours is never ending.

Pop into the Carnaby Street Irregular Choice shop to see the fruits of Dan Sullivan's creative mind for yourself.

This content has been supplied by Irregular Choice

Venue Details & Map

Irregular Choice

35 Carnaby Street
+44 (0)20 7494 4811
Public transport:
Oxford Circus, Underground
Yelp Reviews

4.5 out of 5 based on 26 reviews

Top 5 reviews of Irregular Choice

5.0 out of 5 26 January 2015
by Pammie R.

I love you, Irregular Choice! Best. Store. Ever!

So, the first thing to say about this store is that it is SO cool. Painted characters on the ceiling, dancing staff members and a whole floor of Sale stock upstairs. The seats you sit on to try your shoes on all have little cuddly toys stored in the bases and the whole thing feels like a 50s diner on acid. AMAZING.

We went in to take a look at...more

4.0 out of 5 19 November 2014
by Sharon A.

There are only a handful of stores in Belgium that sell Irregular Choice, needless to say they don't offer as many styles as they do here.

The shop is amazing, the interior is priceless and staff is really friendly. Not all shoes are withing my price range, or might not even be my taste- but I wouldn't be a footwear lover if I hadn't visit this store.more

4.0 out of 5 30 March 2013
by Jules H.

Shoes galore! These shoes are dressed to kill. I agree with Josy A. ... the style is rather quirky. I'm always amazed with the designs and that they managed to put them through production. I haven't actually bought any shoes here yet, but I love to look at the girlie arrays of shelves with outrageous shoes on it. What fun! When they started they only had really high heel shoes, but they now...more

5.0 out of 5 24 May 2012
by Elsa M.

The most perfect place on earth. The Irregular Choice makes you feel like you are Alice and you have just discovered Wonderland has a shoe store. Forget the Madhatter. This is the Madshoemaker's domain and he has you covered. Wall to wall of whimsical, magical, ornate shoes that will make you want to go out and by nothing but burlap bags to wear so your feet and be their own show and your...more

5.0 out of 5 29 November 2011
by Josy A.

This is quite a dangerous shop when your bank balance is running low...but so many of the shoes/boots seem like they were made specifically for my slightly kooky side!

I don't love all of them...but even the styles that would never go with anything manage to make me smile from the sheer beautiful madness! I only have only actually bought two pairs, but they are the most complimented...more

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