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
Book a taxi on +44 (0)844 556 0706 or with London's biggest car service app
Yelp Reviews


4 out of 5 based on 27 reviews

Top 5 reviews of Irregular Choice

5.0 out of 5 26 January 2015
by Pamela H.

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

3.0 out of 5 19 November 2014
by Christalena S.

This place has the most interesting and bizarre looking shoes I have ever seen but oh so fun to wear! Be prepared for a hefty price tag for those shoes that you might have a hard time finding clothes to match, but you really will find something unique here that no one you know will have or be wearing! Reminds me of Japanese Harajuku type footwear with clear plastic shoes filled with plastic...more

5.0 out of 5 12 August 2013
by Robyn J.

If I woke up in the middle of the night with a fire raging around me, and I could only save two things, and in my immediate vision I could see my boyfriend, two flatmates, passport, laptop containing every photo I've taken over the last decade, 18th birthday present amethyst ring, a box full of legal papers including the deeds to my flat, the fascinators I hand-made over endless hours, the...more

5.0 out of 5 19 June 2013
by Whitney J.

I love you, IC...

I'm so sad that you've closed down your NYC store... please open up in LA pronto because traveling to London to see the shoes in person isn't going to work well with my wallet.

Excellent customer service at this location: not pushy and very helpful/attentive.more

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