Is This Beloved UK Brand Really Closing with a Massive Everything Must Go Sale?

Irregular Choice, the UK-based footwear brand known for its eccentric and vibrant shoe designs, is set to close its doors after more than 25 years in business. Founded in 1999, the brand garnered a loyal customer base worldwide, selling in over 50 countries at its peak. However, due to various challenges, including economic uncertainty and the liquidation of its main distributor, the company announced that its last shop in Brighton will shut down on 28 September, followed by the deactivation of its website.

Last updated: 28 September 2023 (BST)

Key Takeaways

• Irregular Choice is closing its last remaining store in Brighton on 28 September 2023.
• The brand is known for its unique and artistic shoe designs, appealing to a niche market.
• Challenges such as rising costs and pandemic-related issues have contributed to its closure.
• A clearance sale is underway, with discounts of up to 70% on remaining stock.
• Irregular Choice's closure reflects broader struggles in the UK retail sector, particularly among fashion retailers.

The Rise of Irregular Choice

Founded in 1999 by Dan Sullivan, Irregular Choice is celebrated for its imaginative footwear that often features bold patterns, unique embellishments, and playful themes. The brand quickly gained popularity, particularly among fashion enthusiasts seeking something different from mainstream offerings. Irregular Choice's shoes, often described as wearable art, became a staple for those who appreciate creativity and individuality in their style.

Global Expansion and Popularity

At its height, Irregular Choice had a presence in over 50 countries, with flagship stores in high-profile locations including Carnaby Street in London and outlets in cities like Manhattan and Hong Kong. The brand became synonymous with originality, thanks to its stunning designs that frequently incorporated elements of pop culture and whimsical aesthetics.

Challenges Leading to Closure

Despite its success, Irregular Choice faced significant hurdles in recent years. The COVID-19 pandemic severely impacted retail operations, leading to decreased foot traffic and sales. Additionally, rising costs and economic uncertainties strained the brand’s financial health. The final blow came with the liquidation of its main distributor, which owed substantial amounts to both the company and its factory partners, further complicating the situation.

The Emotional Impact on Fans

The announcement of Irregular Choice's closure struck a chord with its dedicated fanbase. Many customers took to social media to express their shock and disappointment. Comments flooded in, with enthusiasts sharing their collections and memories associated with the brand. Collectors like Claire Jane Law, who owns over 70 pairs, voiced their heartbreak, while others reminisced about how each pair of shoes felt like a unique artistic creation.

Final Sale and Stock Clearance

In a final effort to liquidate remaining stock, Irregular Choice launched a “big clear out sale,” offering discounts ranging from 20% to 70%. While many popular items have already sold out, some footwear remains available at significantly reduced prices. For example, sliders that originally retailed for £109 are now priced at £45, while heels and brogues have also seen substantial markdowns. Accessories, including printed tights and handbags, are available at appealing prices, allowing fans to grab a piece of the brand one last time.

The Broader Context: Retail Landscape in the UK

The closure of Irregular Choice is indicative of a larger trend within the UK retail sector, particularly in fashion. Many established brands have struggled to adapt to changing consumer behaviours and economic pressures. In 2025 alone, several notable retailers, including Claire’s, Select, and Quiz, have gone into administration. River Island is also undergoing a major restructuring, closing stores and cutting jobs in a bid to avoid insolvency.

What’s Next for Irregular Choice?

As Irregular Choice prepares to close its doors, the future remains uncertain. Founder Dan Sullivan hinted at a potential reevaluation of the brand's direction and operations. While there is a possibility of a reimagined future, the loss of such an iconic and beloved brand raises questions about the sustainability of niche retailers in a challenging economic climate.

Consumer Reactions and Community Support

In light of the closure, the Irregular Choice community has rallied around the brand, sharing stories and celebrating the impact it has had on their lives. Many fans have expressed hope that this isn’t a permanent goodbye and that the brand may find a way to return in some capacity. The emotional connection that the brand cultivated over the years is evident in the outpouring of support from its loyal customers.

Conclusion: A Sad Farewell to Irregular Choice

The news of Irregular Choice's closure marks the end of an era for fans of quirky and creative footwear. As the brand moves towards its final days, customers are encouraged to take advantage of the clearance sale while they can. Irregular Choice has left an indelible mark on the fashion industry, inspiring creativity and individuality in style. The questions that linger now are whether the brand can rise again in the future and how the retail landscape will continue to evolve in the face of ongoing challenges.

FAQs

Why is Irregular Choice closing down?

Irregular Choice is closing due to a combination of challenges including the COVID-19 pandemic, rising costs, and the liquidation of its main distributor, which significantly affected its finances.

When will the last Irregular Choice store close?

The last remaining Irregular Choice store in Brighton is set to close on 28 September 2023.

Are there any discounts available for Irregular Choice products?

Yes, Irregular Choice is currently running a clearance sale with discounts ranging from 20% to 70% on remaining stock.

What types of products are available during the clearance sale?

The clearance sale includes a variety of products such as shoes, handbags, and accessories, with some items priced significantly lower than their original retail prices.

Is there hope for Irregular Choice to return in the future?

While the future of Irregular Choice is uncertain, founder Dan Sullivan has mentioned the possibility of reevaluating the brand, leaving some hope for a potential return.