Sole Survivor

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...
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