Dune London was founded in 1992 by Daniel Rubin, grandson of a Russian-immigrant shoemaker, who opened a small concession on London's Oxford Street with the aim of making affordable luxury footwear. He named the brand after sand dunes, drawn to how their shape constantly shifts, much like fashion itself, and opened Dune's first standalone store on King's Road in 1993. The brand has since expanded into department stores and international markets, and Rubin has been recognized with a Lifetime Achievement Award for his work in British footwear.