Irregular Choice had a store on Link Street from 2016 until 2021, closing its last store and online shop last September. Today (February 11) it announced a comeback.
Quirky shoe brand Irregular Choice closed in 2021(Image: Sanjeeta Bains )
A brand that closed its Bullring shop in 2021 after five years before shutting down entirely has today announced its return to trading online.
Irregular Choice had a store in Birmingham from 2016, bringing its range of cute and quirky shoes to Link Street.
Situated between Bullring and Grand Central, the shop had a cult following with collectors all over the world picking up its footwear.
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After its physical Birmingham closure in 2021, the brand continued to trade online until it closed its warehouse and offices in 2025. On December 5 last year, it ceased website trading too.
Since then, its social media pages have been used to retrospectively admire collections from its past and are filled with happy memories from shoppers who loved the items sold.
Now it says it will be coming back with an interim website and a different approach.
The business, founded by Dan Sullivan, told its hundreds of thousands of followers: “It was a really sad day for me when I announced that Irregular Choice was closing, until something special happened!
“The outpouring of love, the messages, the memories, the support from all of you meant I knew I couldn’t let the story end there.”I had to find a way to keep Irregular Choice alive but the approach needed to be fundamentally different to deal with today’s ever changing landscape.
“The primary focus for a strong future, needed to be on the brand’s historic core design values.”Grounded in creativity, not fashion cycles. Emphasis on small runs, in a wide range of designs.
“Every piece feeling personal, exclusive, and special. Embracing diversity in design to empower a creative community.”Those have been at the centre of all planning and re-building. My mind is overflowing with ideas that I can’t wait to share.
“I also know the passion you feel for many of our archive pieces so I will be unearthing previous classics, giving those who missed out years ago the chance to experience them now.
“I’m excited about the future, and what is coming next.”Our new interim website is coming; the next chapter of Irregular Choice is about to begin.”
Fans of the brand shared their joy in the comments.
Dorothy Collier wrote: “Oh my goodness!!! This is the best news!!! Happy tears!!! Your talent knows no bounds. One of your biggest fans over here! So thrilled!!!”
Cloaked.Instinct added: “THIS IS WONDEFUL NEWS! I was absolutely miserable hearing you closed… I’m so glad the new chapter is beginning! LETS GOOOOOOO!”