Dune London | The Story, Sizing & Fit Guide

Dune London is one of the most recognised footwear brands that has remained relevant for over 30 years. With timeless styles and unquestionable quality, here’s our complete guide to Dune London. Covering the brand’s story, size guidance and answering some of your most asked questions.

Is Dune London a British brand? 

Yes, the clue is in the name. Dune London founded in 1992 it began with a small concession store on London’s iconic Oxford Street. Born into generations of shoe manufacturers Daniel Rubin’s dream was to always have his own luxury but affordable shoe brand. 

Understanding the process that goes into making a well-made, comfortable and supportive shoe he focused on combining that with luxury on-trend footwear that covers every occasion. Starting out in London, the brand today has a strong presence in Britain, the brand is now a globally worn label with 350 store locations across the world.

Dune London


The Dune London Story 

The story of Dune London started in the British capital at East India Dock in 1895. As Queen Victoria dictated the success of the British Empire a Lithuanian gentleman landed at London’s docks and set up a small shoe workshop in Whitechapel. The son of a cobbler he had learned his trade on the backstreets of Vilnius. The man became the go-to local women’s shoemaker in East London thanks to his craftsmanship and meticulous attention to women’s footwear. His three children Nat, Solly and Louis would all later go on to work in and expand their father’s workshop.

The family business was taken over by Louis who continued the work of his father alongside his brothers working through the war. By 1976 Louis’ passed it down to his own son Daniel. Daniel had in fact already trained to become an accountant but continued with the family tradition as the fourth-generation shoemaker. Daniel sold his 50% stake in the family business but continued his family heritage by buying into footwear manufacturer London Lane Shoes. In addition to having an intimate understanding of footwear fashion, Daniel also had the nous to understand the business; the factory he purchased with London Lane Shoes gave him the platform to create a global shoe business, and by the 1980s Daniel was one of the UK’s leading footwear designers. Outputting over 10 million pairs of shoes for high street brands such as Next, Debenhams and Marks and Spencer were proud to call their own.

Dune London


Every time you walked down Oxford Street in the 1980s you would spot at least one pair of Daniel’s shoes. He established Dune’s first-ever concession in Jane Norman on that very street in 1992. By 1993, Dune already had its first standalone shop on King’s Road. Throughout the ‘90s the Dune brand expanded welcomed into the country’s biggest department stores. The brand’s first collection of men’s shoes was unveiled in 1999, with the collection a huge success it became an integral part of Dune’s offering.

The brand’s first website launched in 2005 and in 2007 Dune was awarded its first Drapers Award for Footwear Retailer of the Year. Two more have since followed thanks to the brand’s dedication to high-quality footwear. Throughout the noughties, the brand continued its global and online expansion, and in 2014 the Dune brand was rebranded as Dune London. This was a nod to the brand’s proud heritage as a manufacturer rooted in classic British shoemaking.

Is Dune London a luxury brand? 

The attention to detail that goes into the Dune footwear collection is that of a luxury shoe. With over 120 processes in the manufacturing and structure of the shoe, the brand has spent years perfecting its craftsmanship.

However, the Dune London prices are at a premium price point with more affordable shoes that don’t need a nail-biting investment. So yes, arguably Dune London is a luxury brand but sit’s in the affordable luxury bracket. 

Are Dune London True to Size? 

Dune London shoes are true to size and true to width. Dune only stocks in full sizes so if you sit in the middle of a size bare that in mind. You can use the brand guidelines to help you measure your feet to get the right fit. 

Ladies Size Guide

UK 2 3 4 5 6 7 8 9
Europe 35 36 37 38 39 40 41 42
CAN, US, Australia 4 5 6 7 8 9 10 11

Mens Size Guide

UK 6 7 8 9 10 11 12
Europe 40 41 42 43 44 45 46
CAN, US, Australia 7 8 9 10 11 12 13
Dune London


Measuring Heels

Place the heel on a flat surface and measure from the surface to the top of the heel. The heel measurements are always stated in centimetres (cm).

Measuring Boot Height

Place the boot on a flat surface and measure the back of the boot from the top of the heel up to the top of the boot shaft.

Heel Height Glossary

Flat: no heel

Low: under 3cm

Medium: 3 – 8.5cm

High: 8.6 – 10cm

Very High: Over 10cm

Is Dune leather real? 

We stock a wide selection of shoes from Dune London. Everything from court shoes to sandals, boots and loafers but the majority of the range is real leather. If you are looking for vegan options, you should take a look at ALOHAS or Veja. 


Holly Thompson

Holly Thompson

Writer and expert