December 5, 2008 IRREGULAR CHOICE by Gemma Winter Cult shoe label Irregular Choice have opened their first London store on Carnaby Street, in true kitsch style, complete with disco mirrored walls and a rubiks cube brick road. The store is also the sole stockist of the Heatherette catwalk shoes. Founder and designer Danny Sullivan commented “We are having fun. Obviously there is a business side to it as well, but we want to capture the imagination with the store, just as we do with our product. At present a lot of stores across the UK are playing it safe, I would rather make a fun statement.” IMAGE - VV Brown and Danny Sullivan by David Brook Irregular Choice