Irregular Choice first UK store

Footwear label Irregular Choice has opened the doors of its first UK store located on shopping destination Carnaby Street. The new store of the Brighton based brand, known for its eye-catching design, showcases limited editions, collaborations with New York hipsters Heatherette and cult fashion doll Blythe. The interior of the store is a mish mash of clashing colours decorating the 850 square feet shop space. Iconic symbols of the 70s and 80s translate the unique brand identity of Irregular Choice.

Founder and designer Danny Sullivan commented: “We are having fun. Obviously there is a business side to it as well, but we want to capture the imagination with the store, just as we do with our product. At present a lot of stores across the UK are playing it safe, I would rather make a fun statement.”

Irregular Choice was set up in the summer of 1999 and the brand's first store launched in New York’s Lafayette Street in December 2007.