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


Leave a Reply