Irregular Choice is more than just the name of a brand. It's a state of mind, a way of being. Danny Sullivan, founder and designer, is the creative energy behind Irregular Choice. Irregular Choice is not on an academic mission to fit with trends – more to break with convention. The idea is to make you look twice, with garnishing and detail that any wedding cake would be proud of. Each collection has its own abundance of references often far removed from the main fashion pack, designed to appeal to totally individual Irregular souls.