《Irregular Choice Opens @ Hong Kong》

Irregular Choice opened a new store in Causeway Bay Hong Kong recently. This 1000sq feet first Asia store showcases creator and designer Dan Sullivan’s renowned footwear, clothing and accessories collections, including the Irregular Choice main range, brand exclusives such as the Wedding and Mutiny collections and the brands sister label, Poetic License. As part of the iconic British brand’s successful international expansion including flagship stores in London and New York City, Irregular Choice is now bringing its uniquely fearless and fun styles to Hong Kong to meet a continued demand for fashion forward footwear in the Asian market. The opening is part of a series of planned international expansions for Irregular Choice this year with new stores to open in Europe and the U.S.

Established more than a decade ago, Irregular Choice continues to do exactly what creator and designer Dan Sullivan originally intended – to make a unique and individual stamp on the footwear world. At the time of the brand’s inception, Sullivan saw a gap in the market for fun, imaginative footwear that was unique yet affordable. "At the time, footwear was very safe unless you were happy to pay hundreds of pounds for something by a high-end designer," explained Dan Sullivan, creator and designer of Irregular Choice.

 

 

Inspired by his travels around the world, Sullivan launched the Irregular Choice brand with a collection of shoes based upon the traditional Japanese split-toe look. These original inspirations are carried forward into many of his present collections, continually allowing the brand to adhere to its original philosophy of creating fun and comfortable shoes that women want to wear. In keeping with the spirit of individuality, limited quantities of each style are produced to ensure that customers walk away with a ‘one-of-a-kind’ look.

Since its debut, Irregular Choice has been embraced by shoe fans, retailers and the media alike. The brand is a favourite amongst individual style seekers across the globe and has been snapped on celebrity fans including supermodel Agyness Deyn, Gwen Stefani, Katy Perry, Nicki Minaj, Kylie Minogue, Taylor Swift, Fergie, and Sienna Miller, to name a few.