As Poslovni Dnevnik/Josipa Ban writes, the well-known Croatian brand Miret which designs and creates ecological trainers has received the OEKO-TEX Standard 100 certificate for their complete product. Miret’s shoes have as such become the only tennis shoes in the entire world that have a certificate confirming that they don’t contain any harmful chemicals, meaning that nothing in the product poses a risk to human health.
It’s important to note that other brands do carry this mark, but only for certain parts of trainers, where as the Croatian brand Miret’s certification is for the entire shoe. The standard 100 marks represent the “eyes of the consumer”, explained Domagoj Boljar, the co-founder and director of Miret.
“Given that footwear production often takes place far from the eyes of the consumers themselves, with this certificate, they get an accurate insight into what is happening in places that are invisible to them,” Boljar pointed out.
Proof of quality
In order to be awarded with this certificate, they had to undergo rigorous testing of every single component and material incorporated into their product, and the whole process, which the certifier went through for the first time, lasted about a year, they explained from the company, which was founded a mere four years ago by the brothers Domagoj and Hrvoje Boljar.
Domagoj Boljar emphasised that it is a process that is much more complex than the certification of other items of clothing, because footwear is made from a dozen different materials and components, unlike clothing which typically only actually has two or three materials in it. Obtaining this certificate is extremely important for the Croatian brand Miret because this is just one in a series of confirmations of the foundations of their praiseworthy project.
“We’re quite radical when it comes to our product and we like to take care not only of the ecological footprint but also of people’s health. Now we’ve received an independent certificate that confirms the quality of the product and the positive impact on human health,” emphasised Boljar, announcing that they plan to continue to prove their high ecological standards.
With that said, they should soon present the results of their research on the biological composition of tennis shoes and the CO2 footprint. Ultimately, they are convinced, all of this will have a positive impact on their business because they’re now scientifically proving their story about ecological trainers. This, in turn, contributes not only to recognition, but also to the credibility of this Croatian brand, and as far as recognition is concerned, Miret seems to earn it rather quickly. This is confirmed by their revenue, which in just two years, from 2019 to 2021, grew by 179 percent to 1.1 million kuna.
However, according to Domagoj Boljar, further growth is still to come because so far they have been mostly focused on product development, the establishment of their infrastructure and growing the right team.
“Now that we’ve properly organised the business, we will focus on growth, certification and expansion of our offer,” the men behind the Croatian band Miret explained.
Much like other Croatian entrepreneurs, the business path of the Boljar brothers was far from easy because they worked hard for six years on the development of their ecological trainers with partners from nine other European countries. Therefore, it wasn’t easy to replace traditional materials such as leather and plastic with more sustainable and environmentally friendly materials, all while maintaining the quality, durability and modern and attractive design of the shoes.
This quality is mostly recognised by foreign markets, because 90 percent of Miret’s shoes are exported to other European countries, such as the United Kingdom of Great Britain and Northern Ireland, and then to the Scandinavian countries, Norway, Finland, Sweden and Denmark.
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