PAMETNA HRVATSKA Domagoj Boljar

Guest Domagoj BoljarHosted by Boris ŽivkovićMay 3, 2026

Domagoj Boljar

About this episode

What you'll hear in this conversation

The footwear industry is notorious for its environmental footprint and often opaque supply chains. Domagoj Boljar, co-founder and director of Miret, claims his company produces 'the most ecological sneakers in the world' – a bold statement in a market saturated with greenwashing. He isn't just selling shoes; he's selling a meticulous approach to sustainability, built on years of searching for materials and partners, often outside the traditional shoe industry. This conversation goes beyond the product itself, revealing how a company defines and delivers on a promise of true ecological responsibility. Boljar shares how Miret navigates the absence of clear industry certifications, builds a direct-to-consumer model for global reach, and even how a startup can find product-market fit by observing who buys their shoes—and why. Readers will come away with a clearer understanding of what it takes to build a business where environmental integrity is at the core, not an afterthought.

Insights from the conversation

What to take from this episode

Miret's claim to be 'the most ecological sneakers in the world' isn't a marketing slogan; it's a measurable outcome of their material choices. By building shoes from nine plants and wool, they achieve 97% production without harmful chemicals or microplastic-forming materials. True sustainability is defined by what you *exclude* from your product, not just what you include.

It took Miret six years to find suppliers and 'kindred spirits,' often looking beyond the traditional footwear sector for technologies that could be adapted. Innovation isn't always about inventing from scratch; it's frequently about identifying and adapting existing solutions from unrelated fields.

The absence of a clear, overarching certification for sustainable footwear means Miret has had to create its own rigorous standards, even planning to certify its entire business for ethical and social responsibility. In emerging categories, you can't wait for industry standards; you have to build trust by defining and communicating your own.

Hemp was the 'first partner' and the material for Miret's initial sneaker concept in 2016. The first version of a product, even if later refined or expanded upon, is critical for proving a core concept and building the initial foundation for future development.

A customer ran seven trekking races on Velebit in Miret's low-cut hemp sneakers, demonstrating their durability despite not being designed for that purpose. For a product to truly be sustainable, it must perform as well as, or better than, conventional alternatives; durability is as essential as material composition.

Domagoj Boljar describes Miret sneakers as 'daily fashion' and 'business fashion,' acknowledging they are not yet technical sports shoes. A scaling business must be clear about its current market and use case, focusing on what it delivers well now, rather than overpromising on future capabilities.

Miret's early sales show 70% of products going outside Croatia, with an even distribution across all European countries and even 'the craziest countries' globally. Early market validation for a niche product often appears as broad, geographically diverse demand, indicating universal appeal beyond the home market.

Miret has a clear direct-to-consumer strategy, stating they 'never will be' in physical stores or retail chains. This model allows for better financial results and, more importantly, direct communication with customers, bypassing intermediaries to build a stronger brand relationship.

Thirteen percent of Miret's customers have purchased shoes two or more times, a significant indicator for a startup in its early phase. A high repeat purchase rate is one of the strongest signals of product-market fit and early customer loyalty.

Domagoj Boljar notes that about a third of customers buy Miret shoes for 'pure fashion motives,' not just ecological consciousness. The ultimate goal for sustainable products isn't to convert everyone into an 'eco-warrior,' but to make environmentally positive solutions so appealing and accessible that people choose them for any reason.

Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution