Irregular Choice

Cool, kitsch and quirky. Designing the ultimate shopping site for shoe lovers.

Irregular Choice website design
Irregular Choice mobile design


Irregular Choice is an iconic fashion brand, famous for their collections of fresh and fun shoes and accessories (they’ve even got a Star Wars collection!). They needed a website site that would bring them kicking and screaming into the hands of the modern day e-shopper without losing their unique sense of style for which they’re famous.

Irregular Choice on desktop
Irregular Choice modules


The key was to offer their fiercely loyal customers the familiar bold and stylish brand flourishes whilst keeping the user experience smooth and intuitive to help drive better content engagement and online sales from any device. We wanted to create an online shopping experience that felt like an extension of stepping into a store, giving customers quick access to products, sale items, inspiration articles, size guides, a storefinder, their shopping bag and wishlist - all built on the Magento eCommerce platform.

Irregular Choice website on iPad


“Yoyo were instrumental in helping our brand refresh its online presence to present an exciting, intuitive, and indelibly Irregular Choice experience to the world. We were exceptionally grateful to be able to take full advantage of Yoyo’s enviable expertise and up to the minute knowledge to help us navigate the choppy waters of fashion versus function.””

Laura Chandler Ecommerce Operations, Irregular Choice