As Novac/Mario Pusic writes on the 26th of May, 2019, the story of two Croatian brothers Domagoj (34) and Hrvoje (33) Boljar from Duga Resa is an excellent one for many reasons, and one of them is that they don’t need a laptop, a tablet, or a mobile phone for the presentation of their products. They wear them – on their feet.
Through their company Miret, they developed an eco-tennis brand that is almost completely biodegradable and was started with the EIT Climate-KIC accelerator, the largest European launcher acceleration program that develops solutions which have a positive impact on the climate. These new Croatian tennis shoes are one of the six innovative Croatian projects which will be developed under the leadership of the Zagreb Innovation Center (ZICER) in this program.
The Boljar brothers can thus expect symbolic financial support of 15,000 euros, mentoring and educational support from recognised Croatian and foreign experts, as well as a good opportunity for international networking.
It’s no exaggeration when Domagoj and Hrvoje say that they’re creating the most fashionable shoes on the planet. They are made of hemp, cotton and various other healthy materials.
Everyone who knew their late father, Josip Joža Boljar, knows of the source from which these two innovative Croatian brothers draw their passion, and the stubbornness of their father is not lacking, either, they say themselves.
In the second half of the nineties, when the textile, leather and footwear industry came together seamlessly, Joža decided to produce shoes. This decision was the right one and worked out fine, and ten years later, under his brand Mr. Joseph, he had a plant with 100 employees who produced 100,000 pairs of shoes per year, sold them in 22 stores all over Croatia and exported them all the way to Scandinavia. As excellent as this story is, sometimes things are happen in life that nobody can influence; the market was flooded with cheap Chinese products, there was a crisis, and long-established entrepreneur Josip Boljar entured a hard time and eventually died in 2015. These two brothers grew up with their father’s factory, so there was no way they were going to leave it even during the worst of times.
“There was no family pressure for us to take over one day. And before we graduated from university, with me doing economy of entrepreneurship, and Hrvoje doing industrial design, I knew I would one day run the company and my brother would create new products. We inherited that from our parents, so there’s this need to create something new, something useful and tangible.
My father was an electrical engineer who went into making shoes after having made machines. Working in his company wasn’t something that was ”pre-programmed” for us, but we both ended up there. However, the company’s stability was sluggish, we were trying to save it by turning to the production of luxury tennis shoes, which was, back then, not something on the Croatian market or abroad.
We’ve created our own brand, Jots, we developed products for top European brands for buyers Croatia, Italy, Holland and France, all with the knowledge and the machines we had and the great people who kept following us. But then it just happened to take off,” the Croatian brothers state.
You don’t surrender in life when things get hard, but only when something makes no sense anymore. And these two brothers think that their eco-tennis shoes do make a lot of sense, and it’s never really been easy for them anyway.
Behind the proverbial storm which pushed their core business ever forward, five years ago, they began to develop their eco-tennis shoes, and they knew they were doing the right thing.
The first 100 pairs were quickly grabbed by tourists in Split without any advertising as long as four years ago, and they continued to develop and offer their products through their webshop at Miret.co.
“I’m just persistent, Hrvoje is crazy and persistent. He had dreamed about this shoe before he even had the opportunity to get the materials he needed. They’d say we’re producing garbage and that they don’t want to participate in it. But we had to live on something. I stepped forward and fought with the problems and let him go and develop things in peace. He went to the extreme, wanted to make a shoe for which there’s no mold.”
Nobody had ever done so, so this inventive Croatian duo couldn’t even get their hands on any materials to make ecological footwear. Someone had to prepare it especially for them. They have a dozen major suppliers who helped them out, but not one of them is from Croatia.
”People were asking us whether or not the shoes will just fall to bits on their feet. Yes, the composition of the material is like that of a shepherd’s pie, but no, they won’t fall apart. We use certified suppliers, for example, a New Zealand wool processed in eco-colours with the most rigorous ecological certifications.”
Much later on, the EIT Climate-KIC competition was announced by their acquaintance Marko Capek, probably the most prominent and most controversial Croatian anti-plastic fighter, who worked in the UN after completing his energy studies during which he studied renewable energy sources.
“Our innovation is in the concept, ideas and materials and we no longer think about manufacturing, even though we’ve dreamed of that, but we’ll use service production, what we used to do for others. We have great producers in Croatia and we hope that production will continue to take place in Croatia. What we need is stability,” they state, adding that they do need a serious investor, and that they don’t want for their project to simply remain a small and somewhat ”romantic” one.
They will look for such an investor abroad, but they aren’t even thinking of leaving Croatia, because, as they rightly say, no honey and milk is flowing through the rivers anywhere.
“A colleague told me after presenting the product to go to Sweden. If anyone knows how hard it is to work in Croatia, then I know, but I won’t move because I like living here. Will we open an office in Berlin or America? I don’t know, but we want to stay here. You’re lying in bed tonight and you wonder how you’ll pay for your electricity tomorrow and you think it would be best to move to New Zealand. You wake up in the morning and keep making shoes. Wherever you go, you are still here, wherever you go, nothing will change if you don’t change it,” concluded Domagoj Boljar.
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Click here for the original/full article by Mario Pusic for Novac/Jutarnji
