The memoir of a British shoe dog who set up his own business

‘A thoroughly entertaining read and valuable insight into building a business.’ Touker Suleyman, entrepreneur, BBC Dragons' Den

'Daniel’s journey from factory floors to building a global brand is an extraordinary story of resilience, creativity and determination.' Richard Shetliffe, Chief Executive Officer, The British Footwear Association

How does a small London start-up become one of the best-known names on the British high street? Sole Survivor is the warm, plain-spoken and irresistibly readable story of Daniel Rubin, founder of Dune London, and a life spent building beautiful shoes — and a resilient brand — step by step.

Rubin begins with family roots in the trade and a simple idea: make fashion-forward shoes that ordinary people actually want to wear, at quality you can feel and a price that makes sense. From there the road twists through factory floors in India, Italy, Brazil and the Far East; nerve-jangling bank meetings; first stores that thrill and frighten in equal measure; and the practical realities of growth — cash flow, margins, staffing, leases, suppliers, seasonality, and the sheer grit required to keep going. He is generous with the lessons learned when things went wrong: quality lapses, misjudged buys, complicated acquisitions, and the shock of a world that suddenly shuts its doors.

What sets this book apart is Rubin’s voice — kind, candid and deeply encouraging. He doesn’t preach; he explains. He shows how product, people and process come together: how to choose the right factory and still sleep at night; how to price for value, not vanity; how to brief designers, buy well, and protect margin; how to build a team that shares standards and spirit; and how to treat customers as the partners they truly are. He writes honestly about stress and resilience, about learning to let go, and about the joy of seeing something you imagined walk out of the shop on someone’s feet.

For readers who love business memoir, fashion, retail or simply a very good story, Sole Survivor delivers:

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  An insider’s view of modern retail. From first samples to national roll-out, Rubin shows how decisions get made — and what they cost.
  
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  Practical wisdom you can use tomorrow. Sourcing, negotiating, forecasting, merchandising, marketing, e-commerce, store ops, and international expansion are explained in clear, human terms.
  
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  A humane leadership handbook. Hiring, coaching, setting standards, and staying calm when the numbers wobble.
  
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  A survival guide for hard times. Banking shocks, supply-chain snarls and the pandemic: what to do when the plan meets reality.
  

The result is a book that celebrates British entrepreneurship without gloss or jargon. You feel the excitement of opening day, the pride of a well-made collection, and the relief when a tough season turns a corner. You also see the discipline behind the romance: the spreadsheets, the sample rooms, the late-night phone calls to factories, the hundreds of small choices that build a brand.

If you’re a founder or manager, you’ll find ideas to copy and mistakes to avoid. If you’re in buying or merchandising, you’ll recognise the dance between instinct and analysis. If you love shoes — or simply love the high street—you’ll enjoy the craft stories, the travel, and the quiet delight of getting the details right: last shapes, leathers, colours, fit, comfort and finish. And if you’re just looking for a hopeful, human story about meaningful work, this is a companionable, cheering read.

Who is it for?
Entrepreneurs and brand builders. Retail leaders and store teams. Buyers, merchandisers and product developers. Students of business and fashion. Readers who appreciate honest memoir with practical takeaways.

Why you’ll love it
Because it’s not theory. It’s lived experience — told with charm, humility and a craftsman’s eye. Because it treats customers and colleagues with respect. And because it proves that good judgement, good shoes and good people can still win, even when the economy wobbles.

Sole Survivor is, at heart, a celebration of making: making products, making shops, making teams and, finally, making a life you can be proud of. It will leave you better informed about how brands grow — and more hopeful about what determined people can build together.

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. 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

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