Danny Sullivan, founder and designer, is the creative energy behind Irregular Choice. It will surprise most to learn that he has no formal training yet solely designs all aspects of the collections. His innovative approach to design is thanks in part to his footwear industry pedigree – Danny's parents were at the forefront of the fashion scene in and around London's Kings Road at its heyday in the '70s and '80s with their infamous Transport store. Irregular Choice is not on an academic mission to fit with trends – more to break with convention. The idea is to make you look twice, with garnishing and detail that any wedding cake would be proud of. Each collection has its own cornucopia of references often far removed from the main fashion pack, designed to appeal to totally individual Irregular souls.To find out more about Irregular Choice, visit - www.irregularchoice.co.uk