Irregular Choice, a brand that once stood tall in the vibrant world of UK fashion, has confirmed its closure after more than two decades of colourful, creative expression.
Known for pushing design boundaries with its unconventional footwear, the brand’s shutdown marks the end of an era for loyal fans and fashionistas alike. As its last store prepares to shut its doors, questions arise about what led to the fall of such a beloved company.
In this article, you’ll explore everything behind the sudden collapse and what it means for the future of independent fashion brands.
Who Is Irregular Choice?
Founded in 1999 by designer Dan Sullivan, Irregular Choice quickly carved a niche in the global footwear market by daring to be different.
With a mission to help people stand out from the crowd, the brand became known for its vibrant colours, quirky fabrics, and artistic heel designs that defied conventional trends.
Irregular Choice wasn’t just another shoe company, it was a statement. The brand expanded internationally, with a flagship store on London’s iconic Carnaby Street and outlets in Manhattan, Hong Kong, and beyond. At its peak, the company sold in over 50 countries.
With designs that told stories and invoked nostalgia, Irregular Choice earned a cult following of collectors and fashion-forward consumers who proudly showcased their eccentric styles.
Why Is Irregular Choice Closing After 26 Years in Business?
Irregular Choice’s closure wasn’t sudden but the result of years of challenges building up behind the scenes. The pandemic heavily disrupted retail, and soaring business costs in an uncertain economy made recovery difficult.
The final blow came when the brand’s main distributor went into liquidation, leaving large unpaid debts. This also impacted its factory partner, which had been making Irregular Choice shoes for more than 25 years and was forced to close.
Key reasons behind the closure include:
- Severe impact of the pandemic on retail
- Rising operational and economic pressures
- Distributor liquidation with unpaid debts
- Loss of its long-time factory partner
Without its distribution network and manufacturing support, the brand could not continue. Irregular Choice closed its Brighton store and deactivated its website, pausing operations to reconsider its future.
How Did a Cult Following Turn into a Commercial Collapse?
Despite a fiercely loyal fanbase, Irregular Choice struggled to convert its cult appeal into sustainable growth. While passionate collectors often purchased dozens of pairs, this niche customer base was not enough to offset the high costs and unpredictable retail climate.
Several core challenges contributed to the brand’s decline:
- Niche appeal limited its mass-market reach
- High production costs due to unique designs
- Inconsistent revenue streams from seasonal and limited-edition sales
- Dependency on a single distributor
As more customers shifted to online fast-fashion retailers offering affordable trends, Irregular Choice’s artistic footwear, though beloved, became harder to maintain profitably. In the end, admiration and artistic integrity weren’t enough to keep the business afloat in a profit-driven market.
What Made Irregular Choice So Unique in the Footwear Market?
Irregular Choice stood out from the very beginning. Its dedication to creating shoes that felt like wearable art made it a rare gem in the fashion industry. Every pair told a story and evoked a sense of imagination rarely found in modern footwear.
Key Features That Made Irregular Choice Stand Out:
- Whimsical Designs: From bows and polka dots to LED lights and unicorns
- Licensed Collaborations: My Little Pony, Star Wars, and Disney-themed footwear
- Collector Culture: Limited runs of unique shoes, encouraging repeat purchases
- Colour Explosion: Vibrant, clashing colours and bold patterns in every piece
- Narrative-Based Collections: Shoes often came with themed releases and packaging
Customers weren’t just buying shoes, they were investing in personal expression. This creativity built a strong brand identity, but also required more time, materials, and resources to produce, impacting profit margins over time.
What Triggered the Final Clearance Sale and When Does It End?
Following the heartbreaking announcement, Irregular Choice launched a massive final clearance sale to sell off all remaining stock. This sale was not just a business decision, it was a farewell to the community that had supported them for over two decades.
Starting shortly after the public statement, the sale offered discounts of 20% to 70% across nearly all products. Popular items like their iconic heels, quirky sliders, and signature printed tights flew off the virtual shelves. Fans rushed to grab final pieces before the company stopped accepting orders.
Key Sale Highlights:
- Sliders reduced from £109 to £45
- Heels discounted from £105 to £63
- Printed tights and character-themed accessories under £20
The sale is expected to conclude when the Brighton store closes on September 28, with the website shutting down shortly after.
How Are Fans Reacting to Irregular Choice’s Shutdown?
The emotional response to Irregular Choice’s closure has been overwhelming. Social media flooded with heartfelt tributes, nostalgic memories, and fan photos celebrating their collections. For many, Irregular Choice wasn’t just a brand, it was part of their identity.
Fan Reactions Include:
- Claire Jane Law, a fan since 2005, expressed shock after collecting 70+ pairs
- Natalie Norman described the shoes as wearable pieces of art
- Jodi Baker called it “another blow for the industry” and hoped it wasn’t goodbye forever
Many shared images of their favourite designs, from bow-covered wedding shoes to glittery boots. Long-time supporters reminisced about the stories behind each pair and how the shoes made them feel.
This passionate community demonstrates the deep connection many had with the brand, making its shutdown feel personal and heartbreaking.
Could the UK Retail Crisis Be the Real Culprit Behind This Collapse?
While internal struggles played a role, broader economic conditions also contributed to the brand’s demise. The UK retail industry has been in turmoil since the pandemic and the rise of e-commerce. Brick-and-mortar businesses, especially independent ones, are finding it increasingly difficult to survive.
High inflation, soaring business rates, energy costs, and labour wages have significantly impacted retail margins. These economic shifts created an environment where even the most beloved brands could not sustain operations.
Irregular Choice, with its high production costs and niche market, simply couldn’t compete with the pricing and reach of fast-fashion giants. The collapse isn’t just a business story, it’s a symbol of an industry struggling to adapt.
Are Other Fashion Brands in the UK Facing the Same Fate?
Irregular Choice is not the only brand to feel the pressure. Several UK fashion retailers have already gone into administration or are undergoing major restructuring in 2025. The retail apocalypse continues to affect both high street staples and niche boutiques.
Here’s a snapshot of recent developments:
| Brand | Status in 2025 | Action Taken |
| Claire’s | Entered administration | Store closures announced |
| Select | Entered administration | Operations scaled down |
| Quiz | Entered administration | Restructuring underway |
| River Island | Avoiding insolvency | Store closures and job cuts initiated |
| Topshop | Re-emerging in retail | Now stocked in Liberty and John Lewis |
While some brands are collapsing under pressure, others like Topshop are adapting by leveraging partnerships and avoiding costly store operations. The contrast highlights how strategic repositioning is vital for survival.
What Can Independent Footwear Brands Learn from Irregular Choice’s Demise?
The fall of Irregular Choice offers several lessons for emerging fashion brands, especially in the footwear space. Passion, creativity, and a loyal fanbase are essential, but they must be paired with sound business strategies.
Key Takeaways for Independent Brands:
- Diversify distribution: Relying on a single distributor can lead to devastating consequences
- Balance creativity with scalability: Artistic designs should also allow for profitable production
- Prepare for economic volatility: Building cash reserves or lean operations helps during crises
- Leverage digital presence: Invest in online channels and social engagement to stay visible
- Foster community feedback: Let fans feel heard during tough decisions
Irregular Choice’s legacy should not be viewed as a failure, but as a blueprint on how passion-driven brands can navigate a tough market with better resilience and strategy.
Conclusion
The collapse of Irregular Choice is more than the closure of a quirky footwear brand, it marks a poignant shift in UK retail and a cautionary tale for artistic businesses.
Loved for its fearless creativity and deeply admired by fans, the brand exits with both sorrow and nostalgia. As the doors finally close, it leaves behind inspiration, lessons, and a hope that bold ideas still have a place, with the right support and structure.
Frequently Asked Questions
What will happen to existing Irregular Choice gift cards or vouchers?
Unused gift cards or vouchers are likely to be unusable after the website and store close, so using them before the deadline is strongly advised.
Will the website completely disappear or remain as an archive?
The website will be deactivated indefinitely and is not expected to remain online as an archive.
How many international stores did Irregular Choice operate at its peak?
At its peak, Irregular Choice had a retail presence in over 50 countries worldwide.
Who owns the intellectual property of Irregular Choice after the collapse?
The ownership of the brand and its designs remains with the founder, but future plans have not been disclosed.
Will limited edition items gain resale value post-closure?
Yes, collectors anticipate that unique and limited edition pieces will rise in resale value due to the brand’s closure.
How has the retail crisis affected other niche fashion brands in 2025?
Many niche brands have entered administration, citing inflation, rent, and falling foot traffic as key challenges.
Are there brands similar to Irregular Choice still operating in the UK?
Yes, a few boutique footwear brands with artistic flair still operate but face similar market pressures.
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