Irregular Choice - An interview with Danny Sullivan

Written by Victoria Green | Wednesday, April 2, 2008 |

Danny Sullivan designer at Irregular Choice wows us with his unconventional, fabulous shoes. Danny opened his first shop at the tender age of 18 and now has a flagship store in NYC. The essence of Danny’s vision is to ‘make people look twice’ at his designs. Irregular Choice is not just a brand name it is a state of mind, a way of being.When we asked Danny what advice he would give to an aspiring fashion designer that is not willing to be conventional like himself, he told us:

“Don’t accept anything that anyone tells you, as a lot of people will tell you it can’t be done, or it won’t work – everyone thinks they are a designer, but only you know what is in your gut…so trust it and run with it.”

Both Danny’s mother and father and were heavily involved in fashion in the 60’s and 70’s, we wondered if this inspired his own fashion career.

“I never really thought I would pursue fashion as I was growing up, but as I was surrounded by it my whole life, I was being nurtured into it. I am sure there is also nature involved, as my parents came from a very non-fashion background, and they found their talent for fashion even in their world of upbringing, which was miles away, and that probably flowed through the generation.

It was only in later life that I realised that it was actually quite natural for me to design, and through the endless nights of sitting round the dinner table as a kid, or being dragged to exhibitions, shows, factories and being constantly bombarded with fashion when growing up, that I actually realised that I had a knowledge that I could enjoy and put to use.”

We also were intrigued to find out what inspires Danny’s creativity;

“This is a question I get asked from time to time, and I have to say that I don’t know. I love anything creative and original, which is harder and harder to come by these days. But there are still creative people in the world, and I love getting surprised by lots of different walks of life. Inspiration can come from anywhere at any time, and usually from unexpected places.”

Surprisingly enough Danny had no formal training and all his design inspiration was from experiences and travelling, something he pursued after closing his first shop in Covent Garden as he felt he needed to live a little,. Danny explained;

“I left school very early in life, I hated authority as most teenagers, and never took to teachers- I have some good friends that have become teachers, and they still make me uncomfortable.

So there was no way I was going into higher education. I left home when I was 15/16, and a lot of influence came from life, and seeing the changes in fashion and creation that I was exposed to from an early age. But a lot also came from my parents. Who had no formal training either, and came from a much more restricted fashion outlet than I, and were able to see fashion in a non-compromising way. Sometimes knowing too much and questioning something to much can restrict you.”

Danny’s flagship store in NYC has been described as 1000sq feet of shoe candy! He wanted to create a fun environment where people did not feel conscious when walking in, as if you are going to be judged.

“That is not something that I would want to be associated with, and the idea is that you are going to be walking into a place where you can enjoy not only the shoes, but the whole Irregularity. It is their money they are spending and they should enjoy the process.”

“I think most people that walk into the store feel like they are walking into an environment of fun, and creation. I also wanted people to come and feel that they are seeing something different to anything they could find elsewhere.

I try to get to NY as much as possible; I am normally there about every 2-3 months. We have a great following in the US, and NY is the best for Irregular Choice, so when you put everything together that we do, in a city where Irregular Choice is loved, then you are only going to have fun!!

To find out more or to get your hands on a pair of Danny’s shoes contact: www.irregularchoice.co.uk

• Sass and Bide launch S&B Vie

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