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Ever since Brighton UK based designer Danny Sullivan launched his first line in August 1999, he has been on a mission to change everything about the way we see and wear shoes. Danny saw a need for something fresh and fun that maintains imagination and originality above all else.Informed by his traveling experiences, the brand kicked off its first season with its own take on the traditional Japanese split-toe look, which still makes an appearance in every collection.The footwear trade is in Dannys blood his parents set up and ran the infamous Transport shop on Londons Kings Road in its heyday, throughout the 60s and 70s. At 15, Danny left home to explore the sights of London, opening his first shoe shop in Covent Garden by the age of 18. At 23, Danny closed the shop to further discover what the world had to offer. On returning from his adventures, he had brief stints designing for Everlast and Soviet Clothing prior to setting up Irregular Choice.Danny Sullivan's inspiration is ethereal in its source. It doesnt follow themes or create mood boards to tie down the creative process. He let's his imagination run wild. The end result is much like a candy store, with every kind of flavor you could wish for.Because Irregular Choice is not designed abiding to trends; its mission is more to break with convention - Danny's vision always provides a range that is lateral, individual and wearable.Over the last 7 years Irregular Choice has carved itself a niche and inadvertently founded itself a fan club. 2004 saw the launch of a refreshingly different collection for men. Once you discover Irregular Choice, you dont look at shoes in quite the same way ever again. To order online: Irregularchoice.com/ Zappos.comIRREGULAR CHOICE FOOTWEAR DESIGNER DANNY SULLIVAN COLLABORATES WITH HEATHERETTE TO DESIGN SIGNATURE SPRING 2007 RUNWAY COLLECTION (New York, NY) August 25, 2006 –Over afternoon tea and Smarties, sparks flew, ideas ricocheted and an electric collection was born. Danny Sullivan, founder and designer for cult British footwear brand Irregular Choice, has teamed up with New York-based fashion impresarios Heatherette (Richie Rich and Traver Rains) to create signature styles for the duo’s September 12, 2006 Olympus Fashion Week runway show Collection debut in The Tent at Bryant Park, New York City. The custom styles will then make their way around the world, making appearances in various Heatherette shows and events, including September’s Macys* Passport runway shows in Los Angeles, and San Francisco, as well as Funkshion Miami Fashion Week and Fashion Week Mexico.Both brands’ visionary designers share an irreverent, playful spirit, a love of glamour and an uncanny translation of pop culture in each of their collections. A truly quintessential British eccentric, Sullivan is regarded worldwide as one of the most imaginative designers in the footwear business. Each Irregular Choice shoe is rich with decadent, high detail and designed to “make you look twice”. Married with Heatherette’s whimsical and tongue-in cheek creations, the collaboration is a match made in heaven.“It is an honour to interpret Heatherette’s spring collection through Irregular Choice,” Danny Sullivan said. “It is rare to work with designers whose philosophies compliment mine in such an unpredictable, and perfectly Irregular way - the project is a lot of fun!”“We have always believed that fashion should be fun, and from the first time we met, it was obvious that Danny lives by the same philosophy,” Heatherette designer Richie Rich said. Added Traver Rains: “Just wait to see what we’ve come up with together…yee-haw!”The custom footwear collection has been appropriately coined “Heatherette Loves an Irregular Choice,” fusing Sullivan’s creations with patterns, fabrics, colors and theme elements that will be prevalent throughout Heatherette’s Spring 2007 Collection. Six signature styles feature saucy sky-high stilettos, boots and ankle booties heavy with embellishments, ribbons and other fun details like soft, pillowy ankle straps.Adding to all this customization fun, Sullivan designed colourful “Heatherette Loves an Irregular Choice” hat boxes to serve as gift bag totes for several hundred VIPs at the September 12 runway fete.# # # FOR HEATHERETTE FASHION SHOW INFO, CONTACT: Lysee. [email protected] INTERVIEWS AND PHOTO AVAILABLE, For UK & USA press enquiries contact [email protected] Runway show Fashion Week NYC February 2007!!!!irregularchoice.com!!!!Announcing our newest Shop-in-Shop at Lounge in SOHO NYC!!!! Come by and check it out!NEW!!!!! Shop Online in the USA!!!! Visit IRREGULARCHOICE.COM. For the next 10 days (until May 11th 2007) you are entitled to a 10% discount from the online USA store if you enter discount code "ICSUSA". Check our blog for more details!I edited my profile with Thomas' Myspace Editor V4.4