An Interview With Dubs Universe

Footwear this week! 😍 My guest is Stuart Davis, co-founder of Dubs Universe – a sustainable children’s trainer brand. These trainers are inspired by children and designed by parents. They feature iconic sugarcane soles – as well as being made from recycled plastic bottles – how cool is that? 😎 To tell us more, let’s welcome Stuart onto the blog…

Hello!

I’m Stuart, co-founder of Dubs!

Prior to founding Dubs, I was in the advertising industry as a creative producer.

I have an awesome sister, Samantha – who throughout my life, has been the person who inspires me the most. She is heavily disabled; became very ill when she was 3 (I was 4). Despite what she has been through, she is constantly smiling. She keeps me grounded and real.

I’m married to Kirsty, an awesome, smart and funny lady. She’s the best.

And my daughter… my bonkers, supercharged little girl Leila who is now 7 (7!). She’s my best friend.

What inspired the launch of Dubs Universe?

Dubs was inspired by my bonkers, supercharged little girl and her crazy fast-growing feet and the fact that I lost my job during the first lockdown.

As a new-ish Dad at the time, I was gutted when Leila’s feet were too big for her brand-new shoes…that…she’d only worn twice and were now destined for the bin. I actually turned them into flower pots – anything to keep her entertained.

My co-founder and good friend Gary, a graphic designer, and I used to catch up on Zoom weekly for some sanity. During these chats, I would often moan about my day, especially how Leila had outgrown another pair of perfectly good shoes that she had worn only twice. Gary understood this frustration all too well. He recognised that comfort, aesthetics, and sustainability had to go hand-in-hand, but the amount of waste generated by children’s shoes was alarming.

We discovered that 2 million shoes are thrown into landfills every week in the UK alone, with children’s shoes contributing significantly to this problem. This revelation led us to set an ambitious goal: “How do we make the Immortal Sneaker?”

Taking advantage of Leila’s naptime, I dedicated those 37 minutes each day to research, learn, and connect with anyone knowledgeable about shoemaking and sustainability. These efforts eventually culminated in the creation of The Dubs Universe, where we began to address our ambitious challenge and bring our vision to life.

Have you always had an interest in fashion/footwear designing or did you have other career plans whilst growing up?

I’ve always had a love for sneakers. As in, I have favourite styles and brands that I love. But job wise, I spent most of my career in the advertising industry as a creative producer, most recently at M&C Saatchi where I held the position of Creative Operations Director. Ironically, my first job out of Uni was a dustman, at a recycling plant.

As a creative producer, I worked with brands such as Adidas, Coke, Airbnb, producing all types of content from TV adverts, press adverts to those annoying advert banners that appear on websites.

Towards the latter stages of my career, I oversaw production departments and helped agencies and brands navigate the complex world of creative production from an operations POV.

I’m interested in your brand name – Dubs Universe – why did you specifically pick that name? Were there any other contenders?

Oooh great question.

The name “Dubs Universe” comes from two main ideas. First, when kids are just starting to talk, they tend to use the front of their mouths and say words that are simple and easy to say, like “Peppa Pig” or “Postman Pat.” I wanted to pick a word that felt playful and was easy for kids to pronounce, which is how “Dubs” came about.

Second, I wanted the brand name to become synonymous with shoes, like how google and hoover are brands, yet people say: “Google it” or “Hoover the floor.” It’s exciting to hear kids and parents say, “Go get your Dubs on” or “Where are my Dubs?”—it’s a sign the name is becoming part of their daily language, which is really cool.

We did originally start with the name “Bumpers,” but an old shoe brand in Italy raised concerns, so we pivoted to Dubs Universe—and I think it turned out even better!

I love your ideas of using eco-friendly materials to make your trainers – recycled plastic bottles, sugarcane, chrome free leather and recycled foam. I’m struck by the fact you use sugarcane – what exactly is a sugarcane sole and its benefits?

So sugarcane soles are made from a material derived from the sugarcane plant. This material is created by using the sugarcane’s natural sugar content to produce a more eco-friendly version of EVA (Ethylene Vinyl Acetate), which is commonly used in footwear for its lightweight and cushioning properties. Our sugarcane is called ‘Braskem I’m green’. It’s a renewable resource, meaning it can be grown and harvested annually without depleting natural resources and it has a much Reduced Carbon Footprint. And what was super important for us, after many, many tests (!) Sugarcane soles offer excellent cushioning and flexibility, providing comfort for little feet during all their adventures.

What is currently the most popular colour & style ?

The Flex, our debut shoe, is still the most popular. And it’s a close call between the All Black, which is great as a school shoe and the Midnight Blue, which is loved by Boys and Girls

As you are based in the UK, are your items available to purchase overseas?

We are! But shipping costs often put customers off from overseas.

On your website, you talk about a scheme to sell outgrown Dubs for cash. What does that entail?

We’ve just launched our pre-loved site, where parents can sell outgrown Dubs for cash (think Vinted, but just for Dubs) or exchange the cash for Dubs store credit, which can be used to get money off their next pair. It’s a fantastic way to keep our shoes on kids’ feet for longer and help parents effortlessly declutter.

Have you got any new trainer styles in the pipeline for 2025?

We have two styles ready to go!

The Dubs Stomp – which is another velcro shoe – but has a big chunky strap.

And my favourite is the Dubs Bounce – which is more of a high-top! We always wanted to design kids shoes that we would wear ourselves. I can’t wait to get these guys in stock!

Personal now – what outfits and shoes would you normally be found wearing?

Well, if it’s just chilling, on the school run or popping to the shops – I’m almost always in Nike AIr Max. They are so comfy! But if I need to be a little smarter, then I have smarter sneaks, brogues or smart boots.

Do you have any favorite shops or online sites?

I always try to shop British independent brands where I can.

For kids shoes, I love Zig and Star https://zigandstar.com/

For me, I recently discovered &sons who I’m really into at the mo https://andsons.co.uk/

What’s next on your clothes/shoe wish list?

I love the outdoors and camping – and I really need to upgrade my winter jacket! I hate being cold.

Boots or Shoes?

Boots. They’re more versatile. You can make boots look super smart when required, but can’t walk through the woods in the winter, to a cozy pub in shoes!