Sole Survivor: How I Built a Global Shoe Brand

The memoir of a British shoe dog

‘A thoroughly entertaining read and valuable insight into building a business’ Touker Suleyman, entrepreneur, BBC Dragon’s Den

This is the story of how one man spent 50 years in the trade he loves – and built a global brand.

Born into a long line of cobblers from Russia, Daniel ignored his father’s advice to stay out of shoes. Instead, after a spell manufacturing and importing, he launched his own brand, Dune in 1992. While countless British shoemakers and retailers disappeared from our high streets, Daniel innovated and evolved. Dune London is now a renowned footwear and accessories brand, sold in over 200 stores worldwide.

For the first time, Britain’s veteran shoe dog reveals how he set up Dune on the King’s Road in London and overcame manufacturing disasters, tech upheaval and market crashes to thrive – finally – in a cut-throat industry characterised by falling margins and broken dreams.

Sole Survivor not only gives lovers of high heels, courts and sandals the inside track to the shoe industry. It reveals the reasons for commercial failure and success in the UK and internationally – which can be applied to any business – and the personal virtues needed to make your mark.

Reviews

Rubin shares how he built Dune London from its modest beginnings into a global brand, weaving in fascinating history about his family’s shoemaking heritage. His passion for shoes leaps off the page, but so too does his honesty about the challenges of entrepreneurship. Whether you’re an entrepreneur, a shoe enthusiast, or simply someone drawn to tales of resilience, Sole Survivor is a captivating read. - Darla-Jane Gilroy - Associate Dean, University of the Arts London and author of The Little Book of Christian Louboutin

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

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

An open and honest absorbing read of one person’s life story, with some great takeaways on the lessons learned from someone who really has been there and done it- Lord Leigh of Hurley, Senior Partner, Cavendish

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