How Daniel Rubin turned Dune London into a global shoe empire

From near-failure to international acclaim, Rubin’s story proves passion can outlast any setback. His new book uncovers the secrets behind Dune’s enduring success.

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2025 November 19 . 1:13 PM

1 min read

Here we can see a shoe on a platform.

How Daniel Rubin turned Dune London into a global shoe empire

Daniel Rubin, the founder of Dune London, has shared his journey from a shoe manufacturer to building a global brand. His new book, Sole Survivor: How I Built a Global Shoe Brand, was released last week by Canbury Press. Rubin’s career spans decades, with lessons on resilience and business growth.

Rubin spent 17 years in shoe manufacturing and importing before launching Dune in 1992. His early days were not smooth—his first order faced a fabric problem, leaving him unable to pay the supplier. Despite setbacks, he persisted, eventually growing the brand into an international name.

Dune London continues to grow, with Rubin’s book offering insights into its rise. The company’s focus on the U.S. market and direct order fulfillment reflects its long-term strategy. For Rubin, resilience and passion remain key to lasting success.