Born to generations of Russian cobblers, founder Daniel Rubin was determined to follow in their footsteps with a shoe empire of his own. In 1992 Dune London was born, beginning as a small concession store on London's iconic Oxford Street with the first stand alone store following in 1993. The dream was simple - to create an affordable luxury footwear and accessories brand. Daniel understood from day one the importance of a perfect pair of shoes for the right occasion, and it's with this ethos that the brand has built its reputation and grown. As the name suggests, we also love London, our home. As the epicentre of fashion with its vibrant, diverse and creative energy, it's a city that constantly inspires us. Fast forward to today, and we now have over 350 store locations worldwide. We're London born, globally worn. It's the expert craftwork and meticulous detailing that says more about a shoe than a logo ever could. We're trend-led but believe in timeless appeal - it's simply in the confidence of wearing something 'just right' that works for only you.
"I liked the image of sand dunes constantly moving and changing their shape - much like fashion." - Daniel Rubin
He is also author of 'Sole Survivor' a fascinating story of grit and determination throughout his 50 years in the footwear industry.
Daniel defied his father’s advice and pursued the trade he loved. After years of manufacturing and importing shoes, he launched Dune in 1992. While countless British shoemakers vanished from the high street, Daniel innovated, adapted, and built a global brand. Today, Dune London is stocked in over 200 stores worldwide.
He shares how he established Dune on London’s King’s Road and navigated manufacturing disasters, technological upheaval, and market crashes to thrive in an industry notorious for thin margins and broken dreams.
Sole Survivor offers more than just an insider look at high heels, courts, and sandals. It uncovers the secrets of commercial success and failure in the UK and beyond, and the personal resilience and vision required to leave your mark.
