Dubs Universe, co-founded by Stuart Davis and Gary Cadogan during the COVID-19 pandemic, was born out of necessity and a mission to rethink children’s footwear.
Frustrated by the rapid outgrowth of kids’ shoes and the environmental impact of discarded footwear, the duo set out to design a product that combined comfort, sustainability, and innovation.
Their journey began in August 2021 with the launch of The Flex, a slip-on sneaker featuring a fly-knit upper made from recycled bottles and a sugarcane sole.
This year, they introduced The Glide, part of their all-weather range, incorporating chrome-free leather and the same eco-friendly materials.
Both designs prioritize young feet with wriggle room for growth, durability, and ease of use—plus, they’re machine washable.
Beyond eco-friendly materials, Dubs has tackled waste with its Pre-Loved platform, enabling parents to resell or trade in outgrown shoes while partnering with charities like Sal’s Shoes to donate footwear to needy children.
Dubs also introduced the concept of the “Immortal Sneaker” movement, emphasizing that every shoe has a story and a future, inspiring children to view their belongings with connection and responsibility.
In under three years, Dubs has gained significant recognition, including a spot in the Startups 100, a UK Startup Award for Manufacturing & Engineering, and a City Kids Magazine Green Awards nomination.
For Stuart and Gary, however, the real reward lies in seeing families embrace sustainable choices and a new mindset for consumption.
Dubs Universe isn’t just making shoes—it’s sparking a movement for adventure, sustainability, and purpose.
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