About 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.

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Venue Details & Map

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 24 reviews

Top 5 reviews of Irregular Choice

5.0 out of 5 4 December 2013
by Chanel L.

Bon alors là attention il faut réellement que je me contienne lorsque je parle de cette marque (exceptionnellement magnifique...). Je squatte littéralement le site internet quand je suis en France alors vous pensez bien que lorsque je suis à Londres ou Brighton il est exclu que je ressorte sans rien de cette boutique. La déco est très kitch et les modèles (je parle surtout des chaussures)...more

5.0 out of 5 5 November 2013
by Khaloud D.


On entre dans cette boutique soit par curiosité ou pour acheter mais on y ressort jamais indifférent. On comprend bien le nom de la boutique.

Si vous etes comme moi, avez une certaine affinité avec les chaussures... vous allez sûrement adorer ce magasin. Bon c'est vrai les ¾ de ce qu'ils proposent sont très excentriques mais si vous savez bien marier vos...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

4.0 out of 5 19 June 2013
by Cat W.

If you are looking for that perfect shoe, this is the place to go. They have a pretty large shop filled with a range of their fun and quirky shoes. My particular favourite (which I bought) was the little Scottie dog shoe with a kitten heel. Soo cute! Just don't go there if you need a pair of plain shoes.

There were a lot of staff and treated me well (Asked if they could help but weren't...more

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