Irregular Choice design, manufacture and sell their shoes and clothing from boutiques around the World. Their products are renowned for their imagination, creative flair and surreal design features that have won them a hungry and dedicated following all over the world. The Irregular Choice brand is a work of art in its own right acting as another outlet for their creative exploits. Subversive cartoon characters from vampire bears to giant laser eyed robots, adorn the soles and linings of their shoes, as well as their packaging.

Having sold their products through an external partner site, Irregular Choice asked us help them in bringing all of their online business in-house for both the national and international market. The new site had to fully embrace their brand values and therefore be something ‘special, fun and irregular.’ Our challenge was to balance this with a solid and functional eCommerce solution that drove sales for the brand.

We worked alongside the creative team to translate their brand into the digital world and create a theme for the site. Having settled on an idea we applied our technological know-how could fuse with their imagination to create the end product.

The result was a great fusion of creativity and pushing of technologies as far as possible. Using new programming technologies we were able to add animation to the site without reverting to using ‘Flash’ that would harm search engine rankings. The creative team added numerous little quirks and extras to make the site more fun and really demonstrate what Irregular Choice were about. The site was rolled out to the U.S. market and integrated into their in-store systems and continues to out-perform all their sales targets.

Website _ http://www.irregularchoice.com