The autobiography of a British entrepreneur who founded his own business. “An absolutely entertaining read and valuable knowledge for building a business.” – Touker Suleyman, entrepreneur, BBC Dragons' Den

“Daniel’s journey from assembly lines to building a global brand is a remarkable story of resilience, creativity, and determination.” – Richard Shetliffe, CEO, British Footwear Association

How does a small business in London become one of the most well-known names on the UK street? “Sole Survivor” is the warm, straightforward, and irresistibly readable story of Daniel Rubin, founder of Dune London, and a life dedicated to creating beautiful shoes and a resilient brand, step by step.

Rubin begins with family roots in trade and a simple idea: to make stylish footwear that ordinary people want to wear, with quality you can feel and a price that makes sense. From there, the journey winds through production lines in India, Italy, Brazil, and the Far East, tense business meetings, first stores that excite and intimidate equally, and the practical realities of growth.

He generously shares the lessons learned from his mistakes: quality errors, poorly estimated markets, complex acquisitions, and the shock of a world that suddenly closes its doors. What sets this book apart is Rubin’s voice — kind, honest, and deeply encouraging. He doesn’t preach, he explains.

He describes how product, people, and process come together: how to choose the right factory and sleep soundly, how to price for value rather than vanity, how to guide designers, buy wisely, and protect margins. He candidly discusses anxiety and resilience, learning to let go, and the joy of seeing something you envisioned walk out the store doors on someone’s feet.

For readers who love entrepreneurial biographies, fashion, retail, or simply a great story, Sole Survivor offers: an inside look at modern retail. From initial prototypes to national expansion, Rubin shows how decisions are made — and what their costs are.

Practical wisdom you can use tomorrow. Supply, negotiation, forecasting, merchandising, marketing, e-commerce, business operations, and international expansion are explained with clear, human terms. A human leadership guide. Hiring, training, setting standards, and staying calm when numbers shake. A survival guide for tough times.

The result is a book that celebrates British entrepreneurship without glitz or jargon. You feel the excitement of launch day, the pride of a well-crafted collection, and relief when a difficult period turns around. You also see the discipline behind the romance: spreadsheets, sample rooms, late-night factory calls, the hundreds of small choices that build a brand.

If you’re a founder or executive, you’ll find ideas to imitate and mistakes to avoid. If you’re in purchasing or trading, you’ll recognize the dance between instinct and analysis. If you love shoes — or simply love commerce — you’ll enjoy stories of craftsmanship, travel, and the quiet joy of perfecting details.

And if you’re just looking for an inspiring, human story about the importance of work, this is a heartfelt and encouraging read.

Who is it for; Entrepreneurs and brand builders. Retail leaders and store teams. Buyers, traders, and product developers. Business and fashion students. Readers who appreciate honest biographies with practical takeaways.

Why will you love it; Because it’s not just theory. It’s lived experience — narrated with charm, humility, and the perspective of an artisan. Because it respects customers and colleagues. And because it proves that good judgment, good shoes, and good people can still succeed, even when the economy trembles.

Sole Survivor is, at its core, a celebration of creation: of products, stores, teams, and ultimately, of building a life you can be proud of. It will leave you better informed about how brands grow — and more hopeful about what determined people can build together.

Reviews: Rubin shares how he built Dune London from humble beginnings into a global brand, weaving a vibrant story of his family’s footwear heritage. Whether you’re an entrepreneur, footwear enthusiast, or someone drawn to stories of resilience, Sole Survivor is an engaging read.

— Darla-Jane Gilroy, Deputy Dean, London College of Fashion and author of The Little Book of Christian Louboutin

Pages: 272, Year of Publication: 1106, Dimensions: 13.5x13.5cm