Design + Products + Trends + People

Let Your Rainbow Brite Shine

Ladies, beware. Soho’s Irregular Choice may be the cutest shoe bou­tique we have ever set foot in. The large carousel pony in the cen­ter of the shop was what tipped us off to how irre­sistible this place might be. The children’s Japanese car­toon wall decals were also an indi­ca­tor. But the biggest, girli­est, most delight­ful aspect of this shop was hands down, the shoes.


The London based founder and designer Dan Sullivan says his inten­tions for the brand were to “make a unique and indi­vid­ual stamp on the footwear world.” He has no doubt accom­plished this task — we have never seen shoes like this before.

When you look at the shoe dis­plays lin­ing the walls of the bou­tique, you see a col­lage of polka dots, metal­lic bro­cades, feath­ers, and appliques. It’s appar­ent that Sullivan is not afraid to exper­i­ment with con­trast­ing tex­tiles and prints. Bold com­bi­na­tions of color and tex­ture are accented by care­fully placed faux flow­ers, plas­tic fruits, taffeta bows and car­toon toy charms. We keep hav­ing flash­backs to our child­hood — a boot inspired by Rainbow Brite. A mary­jane that could have been worn to the Mad Tea Party in Alice In Wonderland. We love how Irregular Choice encour­ages you to be a kid again.



In addi­tion to the incred­i­bly unique shoes, Irregular Choice also offers cloth­ing, acces­sories, and even fash­ion for the boys. The mens’ col­lec­tion is far from being as flam­boy­ant as the girls’ styles. Your style-savvy male pal will likely walk out of the bou­tique with a pair of loafers with a per­fectly placed pop of color or some suede boots with an unex­pected hit of embroi­dery. Just the right amount of flare.

Irregular Choice is an exu­ber­antly play­ful, charm­ing escape from the some­times daunt­ing and seri­ous side of the fash­ion world. We hope you can visit the bou­tique in Soho next time you are in New York so you can let your Rainbow Brite Shine.


HighStreet.New York


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