Sustainable kids’ footwear brand, Dubs Universe, has been selected as part of the Green Growth 100, an initiative launched by Small Business Britain in partnership with BT to spotlight small businesses successfully using sustainability as a core driver of growth.
The Green Growth 100 champions one hundred small businesses across the UK that are embedding sustainable practices into their operations. From cutting waste and energy use to rethinking supply chains, attracting new customers, and strengthening long-term resilience.
Since it was founded in 2022, Dubs has placed sustainability at the core of its business, adopting a circular model to reduce waste. Its trainers use a mix of eco-friendly materials, including recycled plastic bottles and sugarcane.
Plus, an AI footscanner ensures accurate fitting and cuts down on unnecessary returns. Furthermore, to prevent its shoes from ending up in landfill, Dubs has an easy-to-use resale page on its website and also partners with Sal’s Shoes, a charity that redistributes footwear to children in need.
Commenting on being named in the Green Growth 100 is Dubs CEO, Stuart Davis.
“Being included in The Green Growth 100 is huge and a fantastic start to the year for us. It validates what we are doing at Dubs – making circularity the default in children’s footwear. We design and make ultra-comfy sneakers using eco-friendly materials that are built to go again, made to be resold, reworn and reloved.
“With over 2 million shoes ending up in landfill every week, and with children growing out of their shoes every 3-4 months, this is a very real problem that can’t be ignored. Having the opportunity to discuss this issue and showcase our products alongside other businesses with the same values and ethos is a real honour – thank you.”
Recognition for sustainability-driven innovation
The Green Growth 100 builds on the Willow Review, an independent government-backed assessment co-chaired by Small Business Britain with BT on the Steering Board. Last summer, the Willow Review published key recommendations, outlining a roadmap to unlock the vast financial opportunities of sustainability for Britain’s 5.6 million small businesses.
As part of the Green Growth 100, Dubs Universe is eligible for the Green Growth Awards hosted by BT on 12 March 2026. Two businesses will each receive a £5,000 grant to support their sustainability efforts and continue driving positive change. For further information on Dubs Universe, please click here.