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Irregular Choice has always staked its claim on being totally original, completely out of the box, & super, super-fly.  Their designs are just as likely to make your jaw drop as to have you aching to spend your dosh.  As the London-based company approaches its 10th year, they have returned to their roots with gusto.  The infamous shoe company, headed up by Dan Sullivan, has wholeheartedly outdone itself with its Spring 2010 collection.  With amazing prints, insane wedges & thrilling colorways, these will certainly be their most riveting releases yet.

Dan Sullivan is an intriguing character.  His parents are both working designers who owned the well-known Transport store on London’s Kings Road in the 1970s, & worked with the likes of Red Or Dead & Katharine Hamnett during the burgeoning years of punk.  Easy to see where he gets it from!  Dan’s catch-cry is, “Recapture your freedom which eloped with your youth!” & it seems he helps people do just that with every shoe he designs.  Months of traveling & collecting swatches & fabrics culminate in a mad designing frenzy.  He sits alone in a bare room, utterly free from outside influences, sketching each & every shoe.

Irregular Choice’s latest adventure is their new line of sneakers, under the moniker ICED — Irregular Choice’s Ethereal Dream.  Pulling from inspirations as broad & varied as Harajuku, Barbie & Hawaii. He describes the sneaker range as “kids shoes for adults”.  They are incredible, in eye-gouging neon combinations, with clear plastic windows, wild floral panels & even flashing lights in the sole.  Small plastic trinkets dangle from the tongue, & they come packaged in the sort of box in which you might expect a My Little Pony.

What’s next for Irregular Choice?  As they continue designing candy-colored kicks for style-conscious space cadets, their plans to dominate the global consciousness persist.  Following the triumph of their stores in London & New York, hyper-colored boutiques in Tokyo & Los Angeles will be opening their doors in 2010.  They also plan to continue having fun far into the future!

Words by Gala Darling, photos by Irregular Choice

2.92 (24 votes)

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