Dubs Universe has been named a finalist ahead of the South East of England final of the UK StartUp Awards. Co-founded by Gary Cadogan and Stuart Davis in August 2022, Dubs is a sustainable footwear brand making trainers for children and has been nominated for the Green Startup category.

The UK StartUp Awards acknowledges the growing start-up scene across the UK, which has expanded significantly in recent years, with 846,000 new businesses founded in the UK in 2024. Over 750 businesses have been shortlisted for this year’s UK StartUp Awards. These firms, all of which started in the last three years, have made a substantial impact by creating over 4,600 new jobs since their inception and generating annual sales of £200 million.

 

 

Commenting is Stuart Davis, CEO and co-founder of Dubs.

“Dubs being named a finalist for Green StartUp of the Year at the UK StartUp Awards 2025 (South East) means a lot. From day one, we set out to create the most comfortable kids’ shoes and completely rethink how footwear should be made, used and reused.

“With bio-based materials, smart design, an AI foot scan to help parents find the perfect fit from home, and a resale platform to keep Dubs on feet (not in landfills), we’re doing everything we can to build better, for kids and the planet. We’re still young. Still learning. Still pushing. But being recognised for doing things differently. That is a big deal.”

The cohort of finalists will be considered for the regional prizes by a panel of seasoned judges with experience founding or supporting entrepreneurial ventures. The winners from each region will then be invited to the first UK final taking place at Ideas Fest, the Glastonbury for Business festival in Hertfordshire on 12 September 2025.

 

 

Also commenting is Professor Dylan Jones-Evans OBE, creator of the UK StartUp Awards.

“New businesses are the driving force behind any thriving economy, generating employment, pioneering innovation and contributing to prosperity across the UK. This year’s finalists embody the very best of entrepreneurial spirit – spotting opportunities and, through dedication, skill and resilience, turning them into thriving ventures that are making a tangible difference in their industries. More importantly, all the winners will go on to represent their region at the 2025 UK National StartUp Awards final later this year.”

The UK StartUp Awards was created in collaboration with the team behind the Great British Entrepreneur Awards, one of the most successful awards programmes in the UK. The UK StartUp Awards are running for the fourth year after launching in 2022.

For further information on Dubs Universe, please click here. Buyers can also view Dubs Universe’s latest collection at INDX National Kids Footwear Show on 6-7 July 2025. For visitor registration, please click here. All registrations made by midnight on Friday 9 May 2025 will automatically be entered into a prize draw to win a £250 voucher to spend on exhibiting brands at the show.