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We want to redefine the dress shirt into an item that creates time, confidence and peace of mind.

Our Story Our Shirts

Our Story

Is just starting :)
Marin and Julian - DULO founders


Julian and Marin here,

We are the people behind DULO, a company formed around the idea of making products that create time, confidence, and peace of mind while looking exceptional!

The DULO journey began in September 2016. The initial idea was to try and make a non-iron dress shirt from performance fabrics in Bulgaria, a place with great traditions in textile and clothing manufacturing, also our home country. Throughout the next few months after its inception, the idea continued to evolve into something bigger than the notion of making hassle-free clothing. The intention switched to the concept of “creating time” - an attempt to free up people from the mundane, to educate and enable people to take control of their time. Because what is more important than having control of your time and using it on your own terms?

We’ve been very open about our journey. Documenting every important thought and decision has been a central part of our strategy to bring our ambition to life. This deep look into our process has been recorded in video, audio (short and long form), text and image formats and spread across various channels on the web, hopefully providing value for someone else who either wants to or is already building something new.


As it does, it all started with 001 episode of the vlog, on 25th of March, 2017.

We wouldn’t be where we are today if it wasn’t for a lot of tremendous people that have helped us along the way: friends and family, who have supported us from the get-go and encourage us to keep moving forward; our manufacturing partner, who always goes to great lengths to ensure we have the highest quality products; you, the people who take part in our journey - those who help us improve the product, content, and company. To all of you, we say “Thank you!”

Today, the journey continues. We are just starting, still figuring out a lot of things as we go along, documenting all of it. It isn’t always easy, but our focus on the ambition to create products that save time for people and building a sustainable business, keeps us going forward.

Check out our features on Side Hustle School and Indie Hackers.

Our Shirts

The problem

We started DULO because we got fed up with the hassle and wasted time that came with looking our best. The price to pay for wearing a dress shirt was way too big! The mornings spent over an ironing board, the trips to the dry cleaners, or the inability to move naturally in traditional off-the-rack dress shirts - all these were reasons not to wear the clothes we like.

The alternatives

We tried to find a better shirt for us. While there are solutions out there for those who don’t like ironing, these are still mostly cotton dress shirts that are heavily treated with chemicals. Those still absorb moisture and with time the chemical treatment wears off. Definitely, a no go, so we decided to scratch our own itch and make a better dress shirt!

The solution

Inspired by the innovation in sports clothing, we use high-quality advanced materials to make a super comfortable, non-iron dress shirt that saves you time. We engineered a fabric that has a 4-way stretch and is much more breathable than cotton - you will be able to move freely and feel fresh at all times. A special silver ions treatment gives it antibacterial and anti-odor properties, so you can wear the shirt more than once. We also care about the origin of our shirts - that’s why they are responsibly made in Europe by experienced tailors and seamstresses.

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