AMA: Stuart Davis, co-founder of Dubs

Recently named 'Manufacturing & Engineering StartUp of the Year' at the 2024 UK StartUp Awards, Dubs make fun, stylish and (most importantly) sustainable footwear for kids.

Co-founder and CEO Stuart Davis reveals how Dubs began disrupting the market...

Hi Stuart! Could you share the story behind your startup, including the problem you set out to solve and the inspiration that led to its creation?

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.

What were the initial challenges you faced when Dubs, and how did you overcome them?

It sounds cliché, but our biggest challenges were money and knowledge - or rather, the lack of both. Starting Dubs from scratch has been incredibly expensive.

I’m still working full-time while trying to grow Dubs in the evenings, all the while balancing being a good dad and husband.

Sustainability adds another layer of difficulty and expense. We could easily produce off-the-shelf shoes for $5, but our mission is to challenge the “wear and throw-away” mentality in kids' shoes.

Sustainable practices come at a premium, making our journey even more financially challenging.

Additionally, breaking into an industry that is so set in its ways has been tough. As a new brand that factories and manufacturers have never heard of, and one that orders in small quantities, makes it difficult to drive change or speed up processes.

To overcome these challenges, I researched smaller brands, examined their social media feeds and branding, and reached out to propose a skill swap.

I offered to enhance their social strategy or brand tone of voice in exchange for their assistance or advice on shoe-making and recommendations for relevant contacts or factories.

This approach not only provided us with much-needed industry connections but also allowed me to learn a great deal about the industry.

By leveraging my existing skills to gain the knowledge and contacts we needed, we were able to navigate some of the biggest hurdles we faced.

Could you tell me a bit more about your team?

As a startup, we don’t yet have full-time staff, but we’re incredibly fortunate to have a team of talented experts who believe in our mission and are deeply passionate about helping us grow.

The core team includes Gary and me. 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.

Interestingly, my first job out of university was as a dustman at a recycling plant - so sustainability has been on my radar from the very beginning.

During my time in advertising, I had the privilege of working with major brands like Adidas, Coke, and Airbnb, producing a wide range of content from TV commercials to those pesky banner ads you see online.

Gary is the best Creative Director ever - seriously. With over 20 years of experience in fashion, editorial, and creative agencies, he’s worked with some big names like H&M, Made.com, and The White Company.

His experience and vision have been crucial in shaping the brand’s aesthetic and ensuring our products stand out.

We’re also lucky to have Dan Spencer, our go-to guru for kids' footwear. Dan brings a wealth of experience from Clarks and has been instrumental in guiding us through every step of the design and development process, ensuring that our shoes are the perfect fit for growing feet.

And then there’s Jess, our design extraordinaire, whose creativity brings our vision to life with flair and precision.

Beyond our core team, we’re supported by fantastic mentors and coaches who help us navigate areas where we’re still learning the ropes. We may be small, but with a team like this, we’re ready to take big steps forward.

Fantastic! If you could only choose one metric to help guide your business success, what would it be and why?

To be honest, for me, the most telling metric right now is organic growth and word of mouth. In the world of kids' products, there’s no better validation than hearing parents rave about something they’ve chosen for their children.

Our shoes aren’t just any purchase - they’re something parents carefully select to ensure their little ones are comfortable, happy, and well-supported.

When I hear mums and dads passionately recommend our shoes to other parents, it’s a huge indicator that we’re doing something right.

Parents are incredibly discerning, and they wouldn't endorse a product unless it genuinely met their high standards.

In an age where reviews and recommendations carry more weight than ever...

Knowing that our products are driving organic growth through word of mouth tells me that we’re succeeding where it matters most.

Ultimately, no amount of paid marketing can replace the trust that comes from one parent recommending our shoes to another. It’s a sign that we’ve created something truly valuable, and that’s the kind of success metric I’m proud to stand by.

Could you share a challenging moment or setback in your journey and how you navigated through it?

To be honest, I make mistakes and setbacks daily! Since I’m relatively new to this industry, I’m essentially figuring things out as I go.

However, being aware of my strengths and weaknesses helps me navigate these challenges. When I do make a mistake, I pivot quickly to correct it.

I also remind myself that running my own company is the best job I've ever had, and it's incredibly inspiring. So, even when things go wrong, I consider that I could easily be back in my old job facing similar challenges.

This perspective helps me stay motivated and grateful for the opportunity to pursue my passion and build something meaningful, despite the setbacks along the way.

What tech are you totally reliant on?

Google Docs is absolutely essential for us!

As a small startup with no central office, the ability to co-create decks and presentations on the fly is crucial. It’s probably one of the main reasons we’re able to get so much done in such a short space of time.

Just imagine the alternative: writing a presentation, saving it to my desktop, emailing it to Gary, waiting for him to save it, make edits, create a V2, and then send it back to me—it’s a headache just thinking about it!

Google Docs lets us work collaboratively and seamlessly, without all the back-and-forth. And of course, ChatGPT.

ChatGPT has been a game-changer for refining and writing content quickly and effectively, saving me hours of work and helping us maintain our pace.

What’s your dream dinner party line-up?

• Richard Branson (so I could ask for advice)
• Deborah Meaden (so I could ask for investment)
• Kevin Hart (for bants)

And finally, if you could only listen to one album for the rest of your life it would be….

Blues Brother Soul Sister - for the memories! It was my first-ever album. My Dad bought it for me in Our Price.

Good choice! Thanks so much for your time, Stuart. Wishing Dubs all the best.