We couldn't be more excited to be back!
Towards the end of 2025, Dan Sullivan - brand owner and designer of Irregular Choice - announced the closure of the business.
Why did Irregular Choice have to close?
Having to close was the last resort, we were stuck in a dire situation brought about by an onslaught of difficulties arriving year after year: Brexit, COVID, inflation, tariffs... each one becoming increasingly harder to overcome. Like so many other small businesses we had been quietly fighting hard behind the scenes to try to keep going, but sadly in the end we just couldn't hold on.
We closed the doors to our last retail store in October 2025 and our website closed shortly afterwards, ending 25 years of bringing glorious and groundbreaking Irregular Choice footwear to wardrobes worldwide.
When we announced the closure, we received an astounding outpouring of love and encouragement from IC fans all over the world, hoping and wishing for us to somehow find a way to come back. Dan was so deeply inspired by this that he immediately knew he couldn't let the story of IC come to an end, and quickly set about exploring all opportunities he could in order to bring Irregular Choice back to life.
However, to relaunch successfully, the new business needed to be fundamentally different in order to deal with today’s ever-changing landscape. We needed to be stronger, leaner, smarter, and most importantly we needed to rediscover our roots.
So... Irregular Choice is coming back!
Alongside a new business model, our path to building a strong future will focus on why we were successful in the first place: our rich history, our deeply loyal fans, and our unique designs.
These core values have been at the heart of the planning and re-building we have been undertaking, and we're happy to bring you a new Irregular Choice that holds dear to this ethos...
- We are grounded in creativity, not fashion cycles
- We will focus on smaller runs to increase diversity and quality, and reduce waste
- Every piece should feel personal, exclusive, and special
- We will embrace diversity to empower and inspire our community
What's the future for Irregular Choice?
Dan has founded a new streamlined company in Hong Kong, which for now will be the sole worldwide retailer of new Irregular Choice branded products. Irregularchoice.com will be stocked by this company, and we will be shipping orders directly to you from a number of worldwide fulfilment warehouses. This means that we can release new products to you much more quickly, and are now able to offer our own localised return services for UK, and for the first time, US and EU customers!
If you get in touch with us about an order or via our socials or emails, you will be talking to our in-house UK based team.
We are confident that this new set up will mean we have a sustainable and strong future, and can continue to bring joy to Irregular Choice fans worldwide.
We are truly excited about the future and what is coming next ;)
