Getting to Know You: Stuart Davis, CEO & co-founder, Dubs Universe

Meet Stuart Davis, the creative force behind Dubs Universe—an award-winning, sustainable footwear brand on a mission to reinvent how we think about kids’ shoes.

Founded during lockdown and inspired by his young daughter’s fast-growing feet, Dubs is designed not only for comfort and style but with purpose: to reduce landfill waste and teach the next generation that sustainability can look cool.

Built from recycled plastic bottles and planet-friendly materials, Dubs trainers are specially engineered to support developing feet—unlike many kids’ shoes that are simply downsized versions of adult styles. The brand also promotes circularity, offering a resale platform and partnering with Sal’s Shoes to redistribute gently worn pairs to children in need.

Recognised by the British Footwear Association in their Footwear50, Stuart is a first-time founder reshaping the industry from the ground up—one small step at a time.

What was the inspiration behind Dubs?

Dubs was born out of two things: my daughter Leila’s lightning-fast-growing feet and the fact I lost my job during the first lockdown.

She outgrew a new pair of shoes after two wears. I turned them into flowerpots, but it stuck with me—how much waste are we creating? I discovered that six million shoes go to landfill in the UK each week, and kids’ shoes are a big part of that problem.

With no experience in footwear but 37 minutes of naptime each day, I started researching, connecting with experts, and building what became Dubs. I wanted to create stylish, sustainable trainers that kids love wearing—and that parents can feel proud of.

Who do you admire?

Ben Francis, founder of Gymshark. Not just for building a brand from scratch, but for building himself. He stepped away from the CEO role early on to learn every part of the business—packing orders, understanding marketing, mastering operations.

That level of humility, self-awareness, and long-term thinking is rare. He’s a great example of how resilience, curiosity, and grounded leadership can build something truly meaningful.

Looking back, is there anything you would have done differently?

Honestly, not much. I made a lot of mistakes early on, but each one taught me something I couldn’t have skipped. They were part of the process.

If anything, I wish I’d had the courage to start sooner. Losing my job forced me into entrepreneurship—and I didn’t know how much I’d love it. I probably would have stayed in a job that wasn’t fulfilling for far too long if I hadn’t been pushed.

What defines your way of doing business?

Radical honesty, upfront communication, and always putting kids first.

We don’t sugar-coat things—whether it’s pricing, product quality, or our sustainability journey. We want our customers to trust that what we say is what we do.

But above all, we filter every decision through one lens: does this make life better, easier, or more fun for kids? If the answer is no, we rethink it.

What advice would you give to someone starting out?

Just do it.

But also—don’t burn out. Especially if you’re a founder, it’s tempting to spend every spare second on your business. I’ve learned that taking a proper break now and then gives me the energy to be a better dad, husband, and founder.

Give yourself grace. Pace yourself. The business will grow, and so will you.

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Getting to Know You: Stuart Davis, CEO & co-founder, Dubs Universe