UKFT member Dubs is a UK kids’ footwear brand and resale platform on a mission to create the ‘immortal trainer’ — eco-friendly and ultra-comfortable shoes designed to grow with kids. The fast-growing brand celebrated several milestones and recognitions in 2024 and has much more planned for 2025. Scroll down to find out more.

UK kids’ footwear brand Dubs is on a journey to create the perfect trainer, that features an eco-friendly and ultra-comfortable design that can grow with children. The brand’s sustainable shoes for kids such as the Dubs Flex and Dubs Glide combine comfort, innovation and sustainability.

Created for school and kids’ day-to-day activities, the Dubs Flex’s sleek machine-washable design is made from sustainable materials. It includes a Flyknit weave upper made from recycled plastic bottles, a recycled foam insole and an outsole made from I’m Green™ bio-based sugarcane EVA. The Dubs Glide’s bold design featuring Velcro straps is perfect for playdates and weekend adventures. It has a chrome free premium leather upper, a recycled foam insole and Dubs’ signature sugarcane outsole.

Dubs collaborated with London South University to clearly identify the CO₂ footprint of the materials used in its trainers (full report available here). It showed that Dubs’ CO₂ footprint is lower and uses less energy than traditional trainers:

• Carbon footprint (kg) – Traditional trainer: 2.94 / Dubs: 1.93
• Energy (MJ) – Traditional trainer: 61.2 / Dubs: 49.3

Stuart Davis, Dubs’ Co-founder, said: “Dubs prioritises comfort, durability, and circularity through its resale platform, reducing waste while keeping kids’ feet happy and healthy.”

“A big part of our sustainability mission is our exclusive Preloved Platform, which allows parents to give outgrown Dubs shoes a second life, reducing waste and making sustainable, fitted and comfortable footwear accessible to everyone.”

To enhance its sustainability efforts, the brand set up ‘Dubs Preloved’, a footwear resale platform UK to buy and sale Dubs products. This marketplace enables parents of children who have outgrown their Dubs to give them a second life, extending the footwear’s lifecycle.

Since the brand’s launch in 2022, its work around sustainability has been recognised and awarded on multiple occasions. In November 2024, Stuart Davis was recognised as one of the 50 most influential and inspiring individuals in the footwear industry in the British Footwear Association’s Footwear50 list. “This reflects the dedication and passion that has gone into building Dubs as a brand focused on comfort and sustainability,” explained Dubs.

The brand won the Manufacturing & Engineering Startup of the Year at the 2024 UK Startup Awards, earned Silver at the City Green Kids Awards and were nominated for four Drapers Awards. Dubs was also included in the Startups 100 list and named as one of CWB Magazine’s Top 5 Children’s Brands to Watch.

“These milestones mark just the beginning,” explained Dubs. “2025 promises to be a big year for Dubs as we gear up for our first investment raise, launch new styles, and double down on our resale platform. With a surf shop in LA now stocking our products, we’re excited to take our global footprint to the next level!

Discover Dubs online:

WEBSITE INSTAGRAM RESALE

“Dubs joined UKFT to connect with like-minded industry leaders, gain access to valuable resources, and support our mission of driving innovation and sustainability in the kids’ footwear sector. As we grow, UKFT provides the perfect platform to network, learn, and advocate for positive change within the industry.”

Dubs on being a UKFT member. Not yet a member?

JOIN UKFT