Nostalgic Shoe Brand Irregular Choice Announces Comeback After 2021 Bullring Closure
The quirky footwear brand Irregular Choice, which operated a store in Birmingham's Bullring from 2016 until its closure in 2021, has today announced a highly anticipated comeback. The brand, known for its cute and eccentric shoe designs, will be returning to trading online with an interim website and a fundamentally different business approach.
From Bullring Presence to Complete Shutdown
Irregular Choice first opened its doors on Link Street, situated between Bullring and Grand Central, in 2016. The shop quickly developed a cult following, attracting collectors from around the world who were drawn to its unique footwear offerings. Despite its popularity, the physical Birmingham location closed in 2021 as part of broader challenges facing the brand.
Following the Bullring closure, Irregular Choice continued operating through online channels until 2025, when it shuttered its warehouse and offices. The brand's website ceased trading on December 5, 2025, marking what many believed to be the end of the beloved label.
A New Chapter Begins
Founder Dan Sullivan addressed the brand's hundreds of thousands of followers with an emotional announcement, expressing how the overwhelming support from customers convinced him to revive the business. "It was a really sad day for me when I announced that Irregular Choice was closing," Sullivan revealed, "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."
The revived brand will focus on its historic core design values, emphasizing creativity over fashion cycles. The new approach will feature:
- Small production runs across a wide range of designs
- Personal, exclusive, and special pieces for customers
- Embracing diversity in design to empower a creative community
- Reintroducing archive classics for those who missed them originally
Customer Reactions and Future Plans
Fans of the brand have responded with overwhelming enthusiasm to the comeback announcement. Social media comments have been flooded with expressions of joy and support from longtime customers who feared they had seen the last of their favorite shoe brand.
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!!!"
Another supporter, Cloaked.Instinct, added: "THIS IS WONDERFUL NEWS! I was absolutely miserable hearing you closed... I'm so glad the new chapter is beginning! LETS GOOOOOOO!"
Sullivan concluded his announcement with excitement about the future, stating: "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." The brand's social media pages, which have recently been filled with retrospective admiration of past collections, will now serve as platforms for announcing the brand's revival and upcoming offerings.
