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Sole Survivor tells the remarkable story of Daniel Rubin, founder of Dune London, and his 50-year journey in the footwear industry.
Born into a family of Russian cobblers, 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.
For the first time, Britain’s veteran shoe expert 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.
A thoroughly entertaining read and a valuable insight into building a business… [and] how hard work and passion can achieve amazing results.
Touker Suleyman, Chairman of Hawes & Curtis, a serial entrepreneur, and a dragon on BBC’s Dragon’s Den
Daniel’s journey from factory floors to building a global brand is an extraordinary story of resilience, creativity and determination. What has always stood out to me is his generosity of spirit.
Richard Shetliffe, Chief Executive Officer, The British Footwear Association
The highs and lows of his 50-year career chart the very tapestry of British footwear. What Rubin doesn’t know about the shoe trade isn’t worth knowing.
Jill Geoghegan, Editor, Drapers