Stilettos kitten-heels, mules or wedges, it is a well-known fact a girl simply can't have too many shoes.

Shoe designer Danny Sullivan and his Brighton-based company Irregular Choice clearly understand this.

His funky individual designs add colour to the normal choice of ordinary shoes and have caught the attention not only of us mere mortals but a host of celebrities as well.

Dubbed the Jimmy Choo of rock 'n' roll, his creations have graced the stage at The Brits, courtesy of singer and style-goddess Gwen Stefani, who has also ordered his wacky black and white striped Can-Can shoes and had another pair custom made.

Fergie from the Black Eyed Peas has been teetering in a pair of his killer heels adorned with jewelled flowers.

Other huge fans include DJ Jo Whiley, urban singers Estelle and Ms Dynamite, actress Cameron Diaz and TV presenter June Sarpong.

Danny, 33, said: "It's very flattering to know my designs are being picked by such a cool group of people, especially when they're always offered designer styles.

"I loved how Fergie from the Black Eyed Peas teamed her £50 shoes with a designer outfit for a post-Grammies party and I knew Gwen Stefani would be into my designs because they're unique and scream confidence - just like her.

"There's so much non-interesting stuff out there, I'm not surprised they've proven so popular but at the same time I didn't expect my designs to be so widely accepted when I started."

Danny began the company five years ago when he moved to Brighton and set up in Trafalgar Street, where a design team is based.

Another team operates in China to resource and manufacture materials and Danny began designing men's shoes as well last year.

His parents, who ran a shoe business in London's trendy Kings Road in the Sixties and Seventies, are also involved.

Now in Taiwan, his father Jim helps with the business side while his mother, Carol, who designed for Red Or Dead, makes the samples.

His travels in the Far East are a key inspiration to his work but anything can spark an idea.

This season's autumn/winter collection is inspired by art nouveau and the French Revolution. With prices ranging from £40 to £130, many of the shoes are affordable, should that be a factor to a true shoe fan.

There are even collectors who don't wish to ruin the soles because of their animated designs.

Danny said: "I've styles worn by young people but the same pair can be found on an eccentric old lady. They can really bring out people's personalities and they're usually one step ahead from what's on the catwalks. They're for fun people who don't follow the rules and who want cutting-edge designs at accessible prices."

His first shop opens in Tokyo in a few months and there are plans to open another in New York and one in London next year. For stockists log on to www.irregularchoice.co.uk/home.htm
Friday, September 30, 2005