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Maja Pulić
Episode · #777

PAMETNA HRVATSKA Maja Pulić, powered by Janaf

Guest Maja PulićHosted by Marijana MatkovićMay 3, 2026
About this episode
What you'll hear in this conversation

Maja Pulić wasn't looking for another business. What set her on the path to creating DressApp Green was a single, visceral shock: the discovery that the global textile industry generates 92 million tons of waste annually – "one truck every second," as she puts it. As an economist, Pulić understood numbers, but these figures revealed an industry with a hidden environmental cost far beyond what most consumers realize. Her platform, DressApp Green, tackles this problem by creating a vibrant online marketplace for pre-owned clothing. But it's more than just a place to sell used items; it's a movement to redefine how we think about fashion, consumption, and sustainability. Pulić aims to build a community that values thoughtful purchasing and circularity, showing that style and environmental responsibility can coexist. This conversation explores the surprising data points that can ignite a business idea, the challenge of shifting consumer perceptions about "second-hand," and how to build a community around a mission that goes beyond mere transactions.

Insights from the conversation
What to take from this episode
01
"One truck every second" of textile waste was the statistic that jolted Maja Pulić into action, not a pre-existing passion for fashion. Personal shock at a problem's scale can be a more enduring business catalyst than a simple market opportunity.
02
When Maja Pulić describes the clothing on her platform, she quickly corrects the host: "It's not old clothing... it's so new, with tags, worn once, or just washed." Redefining a category for customers is essential for overcoming preconceptions and showing them a new standard.
03
The host's personal anecdote of buying clothes that no longer fit resonated with Maja Pulić, who notes that many items "wait to be worn, wait for a special occasion, or wait for us to lose weight." The real market isn't just for eco-conscious buyers, but for anyone with an overflowing wardrobe needing a solution.
04
"The textile industry emits more CO2 than air and sea transport on a global level," Pulić discovered. The environmental case for sustainable fashion is often underestimated and extends far beyond just waste, encompassing hidden pollution costs.
05
"Almost three thousand litres of water are used for one plain cotton t-shirt," Pulić explains. Specific, shocking statistics can be more effective than general environmental appeals in conveying the true cost of fast fashion and prompting behavioral change.
06
Pulić wasn't looking for "just another startup"; she wanted her work "to have a greater meaning, more benefit for everyone, not just a job for the sake of a job." Deep-seated conviction about a problem's impact can be a more enduring motivator for starting a business than simply spotting a market gap.
07
Existing platforms like "Moje krpice" failed Maja Pulić because "there were always scams. You weren't protected." Competing in an established market requires identifying and solving the core trust or friction points that existing solutions ignore.
08
Pulić emphasizes that "sustainable fashion is not just second-hand... it's a whole process of thinking when you go to buy something: do you even need it?" A business can start with a narrow offering but should aim to cultivate a broader movement or philosophy around its core mission.
09
The "Outfit" feature allows users to upload and save combinations, solving the daily "what to wear?" dilemma. Solving a common, small daily frustration can be a powerful community-building and engagement tool for a larger mission.
10
The rise of over ten formal wear rental services in Croatia signals a shift Maja Pulić observes. The market for occasional-wear is moving from ownership to access, driven by a social media-era desire to avoid repeat outfits.
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