10 min 47 sec

Two Bulgarian Guys Launch Apparel Company with No Experience

Two friends in Europe set out to make their own line of dress shirts, despite having no knowledge of apparel or manufacturing.
Blog International Manufacturing Retail

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What It's About

Work clothes frustration leads to side hustle inspiration!

Business Model
Skills Required
Design & Experimentation
Profit Potential

Words of Wisdom

If you ever face a problem, you can always scratch your own itch. Start by deconstructing large problems into smaller ones. There’s less risk involved if you do that, and it allows you to start taking action immediately.

Fun Fact

Marin and Julian documented their journey on their blog from Day 1. With their primary intention being learning, their side hustle long succeeded before they made a single cent. This helps them to consolidate their learning, and provide valuable information to anyone who might want to follow in their footsteps. It also helped to market their product prior to their initial launch.

Notes from Chris

Episode 383

Bulgarian native Marin Gerov has always liked dress shirts. They look great, but as Marin discovered, wearing them can be a hassle. Moving around in them can feel uncomfortable, and you have to worry about sweating when you’re on the go. Factor in the time spent ironing or taking them to the dry cleaners, and dress shirts become significantly less appealing.

That was Marin’s main problem with dress shirts. He knew that there were companies in the US which made performance fabrics dress shirts, but because of shipping and the import tax, they were really expensive for folks like him who lived in Europe. In September 2016, Marin decided that he was going to produce his own dress shirts in Europe.

He shared the idea with his high school deskmate, Julian, who was sharing an apartment with him. Both of them had moved to Amsterdam the year before in to explore living in a new city. They were looking for a fresh challenge, so Julian agreed to partner up.

They called their new business DULO, and they generated 2,000 euros within their first month. Marin and Julian had launched by sending out a blast across all their social media channels and mailing the 30-odd subscribers on their list. They also ran a ‘4 for 3’ deal, which encouraged people to purchase more product at the beginning..


  • DULO: Check out these amazing sweat wicking, antibacterial dress shirts that Marin and Julian make on their website and learn more about their process on their blog!

Inspiration is good; inspiration combined with action is better. Now get back to work!

Yours in the revolution,




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Quote of the Day
"There's something so satisfying about going from an idea to an actual product we can touch and hold in our hands (quite different to my experience as a developer where you cannot touch the product you are working on)."
—Marin Gerov #SideHustleSchool

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To infinity and beyond,

Chris Guillebeau