POSLOVNI ĐIR Julija Hrstić

Guest Julija HrstićHosted by Bojana KoharevićMay 3, 2026

Julija Hrstić

About this episode

What you'll hear in this conversation

After 17 years navigating the fast-paced world of textile manufacturing, Julija Hrstić found herself grappling with a fundamental question: "Do we try hard enough?" That personal reflection sparked a new venture: her slow fashion brand, "Do We." It's a project that deliberately inverts the industry's drive for disposability, focusing instead on durable, high-quality basics and embedding social responsibility at its core. Julija, who manages the brand's operations while partnering with football star Ivan Perišić, frames "Do We" not as a typical profit-driven enterprise, but as a "modern kind of Robin Hood." Her story explores what it means to build a business where conscience, rather than commerce, dictates the model, challenging assumptions about what it takes to create a brand that truly resonates. You will walk away considering how deeply personal values can reshape an entire business model.

Insights from the conversation

What to take from this episode

The brand name "Do We" and the motto "Try hard enough" are embroidered on every item, directly asking customers to consider their impact. A brand built around a constant, self-reflective question shifts the consumer relationship from passive consumption to active participation in a larger cause.

After 17 years in the traditional textile industry, Julija Hrstić's brand "Do We" explicitly embraces "slow fashion" – designing high-quality, durable basics to last years. The most effective way to disrupt an industry isn't always to invent a new product, but to invert its core operating principle, making durability the counter-offer to disposability.

"Do We" is structured to support global organizations like Save the Children and groups for animal protection and biodiversity, with customers able to choose where their donation goes. When social impact is built into the business model from day one, it becomes a core differentiator, turning profit into a vehicle for positive change rather than an end in itself.

Despite being a young brand operating solely through its webshop, "Do We" boasts an over 80% customer return rate. A high repurchase rate in direct-to-consumer sales is the clearest signal that your product quality and brand mission are resonating, validating the entire model.

While football star Ivan Perišić is a partner in "Do We," Julija Hrstić explicitly states he is "100% focused on football," leaving her to manage all business operations. A high-profile partner can provide visibility, but the day-to-day work of building a brand still requires one person's unwavering operational focus.

Julija Hrstić describes "Do We" as a "modern kind of Robin Hood," aiming to help where needed rather than pursuing "huge earnings." When the primary goal isn't maximum profit, but rather a stated social purpose, it can attract a different kind of customer and build a more resilient brand identity.

The very idea for "Do We" came from Julija Hrstić's personal "empathy and consideration for society and the environment," constantly asking why people don't try harder. The most authentic business ideas often stem from a deep, personal dissatisfaction with the status quo, turning a private concern into a public mission.

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