Company: Dubs
Founder: Stuart Davis, Gary Cadogan
Website: https://dubsuniverse.com/
About Dubs
Dubs – Creating the Immortal Sneaker
Dubs was founded in 2023 with a bold vision: to create the ‘immortal sneaker, kids’ shoe that’s ultra-comfortable, planet-friendly, and designed to last beyond a single child’s use. The kids’ footwear industry has a massive waste problem. Millions of pairs end up in landfills every year, and because kids’ feet grow so quickly, they contribute significantly to this issue. Compounded by the fact that most kids’ shoes aren’t built to last, parents are stuck in a cycle of constant repurchasing, often struggling with sizing along the way. We knew there had to be a better way.
Sustainability isn’t just about using better materials; it’s about rethinking the entire lifecycle of kids’ shoes. While many brands focus solely on sustainable materials, few consider what happens once shoes are outgrown. That’s why we built a circular resale platform, making it effortless for parents to sell or trade in their child’s outgrown Dubs for store credit. Instead of contributing to the growing landfill crisis, our shoes stay in circulation, extending their lifespan and reducing waste.
To tackle the frustration of sizing, we introduced AI-powered foot scanning technology, allowing parents to get the perfect fit from home with just a smartphone. This innovation reduces misfitting shoes, cuts down on unnecessary returns, and ensures kids are always in the right size. It’s a game-changer that not only makes parents’ lives easier but also helps lower the environmental impact of overproduction and shipping.
To ensure that our sneakers truly minimize their environmental impact, we collaborated with London South Bank University to conduct a comprehensive materials and lifecycle analysis of our footwear. Their research confirmed what we set out to achieve, Dubs have a lower carbon footprint and require less energy to produce than traditional trainers. The results were game-changing:
The Numbers Speak for Themselves:
• Energy Consumption: Traditional sneakers use 61.2 MJ, while Dubs require only 49.3 MJ—that’s 19% less energy.
• Carbon Footprint: A typical sneaker emits 2.94 kg CO₂, while Dubs come in at 1.93 kg CO₂—34% lower emissions.
These numbers prove that we’re not just making claims, we’re delivering real impact. Every pair of Dubs is crafted using repurposed plastic bottles, sugarcane, recycled foam, and innovative Flyknit technology, ensuring that sustainability is woven into every step of the process. Our Flyknit uppers are not only lightweight and ultra-comfortable but also help reduce material waste during production. And with our AI foot scan ensuring a precise fit, and our resale-first approach, we’re creating a model where kids’ shoes are passed on, not thrown out.
Dubs isn’t just another kids’ sneaker brand—we’re building a movement. Our mission is to make it cool to wear pre-loved shoes, exciting to track a shoe’s journey, and easy for parents to shop sustainably. A sneaker shouldn’t have just one owner; it should live multiple lives, go on multiple adventures, and be passed on like a badge of honour. That’s the vision behind the immortal sneaker.
With sustainability at our core and innovation leading the way, Dubs is here to change the game, one perfectly fitted, planet-friendly sneaker at a time.
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