Monday, 12 December 2011

Irregular Choice - The Brand

"Recapture your freedom which eloped with your youth" - Irregular Choice

Irregular choice are undoubtedly the epitome of quirky, in store you’re greeted by an array of glorious shoes in selections of different colours, prints and textures, alongside vibrantly adorned walls and flooring. It’s a high-heeled haven for shoe lovers where nothing is predictable, accessories also decorate the walls and for a minute it’s hard to know where to start first. From the ‘Miaow Shopper’ – a novelty cat faced shopping bag with gem stone eye detail; to the ‘Sasperilla Rucksack’ – a Navajo vibrant print rucksack, you’re spoiled for choice in outrageous designs to purchase.

The beginning of this whimsical brand began in 1999 by creator and designer, Dan Sullivan. Dan launched the brand in the seaside town of Brighton after being highly inspired by his surroundings on his travels around the world. Dan was twenty-three and after a short time of designing for Everlast and Soviet clothing he decided to start his own exciting, fresh, new brand. During this time, fashion was all about making a bold statement, and this is powerfully portrayed in his designs today.

Irregular Choice is unquestionably known for their shoes, which specialise in unique shapes with arched heels and tactile textures. They are currently at the forefront of unique fashion footwear. Every shoe is designed with devotion to detail. The range provides an imaginative, distinctive, wearable selection for an eccentric shoe lover. However, the brand doesn’t just stop at shoes, Irregular Choice offer an aberrant collection of clothes and accessories for both men and women. In 2004 Irregular choice expanded to cater to everyone and currently launches over 400 pieces per season – 800 a year, each style unique in its own way. Due to its current success there’s also plans to take it to wholesale next year.

Aside from Irregular Choice’ stores, the website sales have seen an unbelievable increase compared to last year with a 62% rise. The website also stocks all collections from shoes, clothes, accessories and lifestyle products. It’s is fun and fanciful with it’s vivid, interactive homepage which transports the user into the world of Irregular Choice.

The past ten years has seen the brand transform into a popular label supporting eccentricity at all times and pushing boundaries in all aspects of design. The brand has collaborated with worldwide designers such as fashion innovator Emma Bell, Heatherette, cult 60s doll Blythe, The CobraSnake (Mark Hunter) and students at the highly acclaimed London College of Fashion. All collaborative designs relentlessly represent the Irregular ethos.

With Irregular Choice stores across the world and over 100 stockists including Office, Shuh, Poste Mistress & Selfridges the brand is earning cult status and celebrity following including Gwen Stefani, Katy Perry, Sienna Miller and Agyness Deyn.

Irregular choice are now looking to open three more stores in the UK alone in the next 12-18 months, whilst actively looking to open more Irregular Choice stores worldwide in Hong Kong, Paris, Rome, Tokyo, Dublin, and Santa Monica within the next 12-36 months.

Consequently if you’re looking for a brand mesmeric and effervescent, this is the brand for you. You’ll be treated to a burst of Flamboyancy and fun right from the very start.

I definitely recommend this brand to anyone looking to stand out in the crowd, and seeing as it's no secret that I LOVE cats... their whimsical miaow variety makes me so very happy!!

I'd love to hear your thoughts on the brand!!



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