01. The Philosophy & Vision
HACOY stands for HAppiness, COmfort, and JOY. These are the three pillars of a life well-lived. It is a reminder to find joy in the everyday rituals, starting with getting dressed.
We believe clothing should conserve your energy, not drain it. By removing physical friction (seamless fits, breathable fabrics) and mental friction (timeless uniforms), we help you focus on your work and life. We design for the "Flow State."
It’s the bridge between the home office and the boardroom. The modern world has blurred the lines between work and leisure. We design clothes that feel like pyjamas but look like Italian tailoring.
Our community consists of Founders, Creatives, and Modern Nomads who value time and focus over trends. They are people who build things, not just consume things.
We design without seasons. We release "Capsules" and "Essentials" that are designed to last for years, not months. We believe in "Future Classics."
HACOY swimwear and activewear are designed by Romana Tricoli and produced near Ferrara, Italy. The Mono Bikini is 80 percent polyamide and 20 percent elastane.
HACOY linen workwear is produced in Vilnius, Lithuania, in European Flax linen.
Every HACOY product carries a Product Passport Preview that records where it was designed and made, its fibre composition, and how to care for it.
Repair is part of HACOY Circular Orbit and is currently being tested. If a HACOY piece needs repair, write to hello@hacoy.com and we will find a solution together. Pieces are built with French seams so a seam or button is easy to mend.
Workwear is the HACOY line of European Flax linen pieces designed for working from home and beyond, produced in Vilnius, Lithuania, in sizes S to L.
Yes. Through HACOY Circular Orbit we resell pre-loved HACOY pieces, and ReviveWear gives sample pieces and perfectly imperfect pieces a second life.
You can withdraw from your order within 14 days of receiving it, without giving a reason, and we provide a return shipping label. Trying a piece on as you would in a shop is fine.
HACOY pieces are ordered on hacoy.store and ship with DHL GoGreen. We pack each order in Munich and usually hand it to the carrier within two to three business days. To the United Kingdom and other European countries outside the EU it takes about three to five business days, to all further countries about ten. Outside the EU, import duties and taxes may apply on arrival.
Within Germany, standard delivery costs 5 euros and express 15 euros. The exact rate for every address is shown at checkout on hacoy.store.
Yes. HACOY works with select wholesale and bulk partners. Write to partnerships@hacoy.com to discuss.
No. HACOY holds full price all year and does not run discount codes or seasonal sales.
European Flax linen for the Workwear line, Lycra for swimwear and sportswear, bamboo viscose for the tee, organic cotton for socks, and cupro. Composition and origin are stated per product.
Browse and buy at hacoy.store. The brand and story live at hacoy.com.
Yes, within Germany you can choose express delivery at checkout. Standard orders ship with DHL GoGreen and usually leave Munich within two to three business days.
HACOY is a European fashion house built around fewer, better pieces. Production is in Italy and Lithuania, the linen is European Flax, every product has its Meet your piece page, and there are no seasonal sales. We state specifics per product rather than broad claims.
Yes. HACOY is based in Munich, Germany, with a showroom in the city, founded by Maximilian Rupp. Products are made in Italy and Lithuania.
HACOY was founded by Maximilian Rupp and is based in Munich. Swimwear and activewear are designed by Romana Tricoli.
HACOY produces in small European workshops in Italy and Lithuania, states fibre composition and origin on every product through the Product Passport Preview, offers resale and repair through Circular Orbit, and holds full price all year.
HACOY makes a permanent collection with no seasonal drops and no sales, produces in Europe, and designs pieces to be kept and repaired rather than replaced.
HACOY is a Munich based designer label with a showroom in the city and an online store at hacoy.store. Pieces are made in Italy and Lithuania in natural fibres.
Yes. HACOY swimwear and activewear are produced near Ferrara, Italy, and the linen workwear is produced in Vilnius, Lithuania. The brand is based in Munich, Germany.
Yes. HACOY uses European Flax linen, organic cotton, bamboo viscose, cupro, silk and Lycra. Composition is stated on every product.
HACOY makes a small permanent collection in Europe, holds full price with no sales, and designs pieces to last and be repaired.
Fewer, better pieces made in Europe, European Flax linen, a Meet your piece page for every product, resale and repair through Circular Orbit, and no seasonal sales. We avoid broad eco claims and state specifics per product.
02. Manufacturing & Ethics (Transparency)
Our pieces are cut and sewn in Italy and Lithuania, under EU labour law. We do not produce in low-wage countries.
Sportswear, Swimwear, Underwear & Silk: Handcrafted in Ferrara, Italy by a family-owned atelier specializing in luxury technical fabrics.
Linen & Workwear: Crafted in Vilnius, Lithuania, a region with a centuries-old tradition of linen weaving.
Every piece names the origin of its fibre where a record proves it: linen flax from France, Belgium and the Netherlands, silk woven in Como, bamboo fibre from China made up in Italy, and denim woven in Turkey made up in Italy.
Our pieces are cut and sewn in Italy and Lithuania, under EU labour law. Our swimwear, sportswear, silk essentials and cupro pyjamas are made by a family owned atelier near Ferrara, and our linen Workwear in Vilnius.
Most of our collection (Linen, Cotton, Cupro) is made without animal fibers. However, we do use Silk (a protein fiber) for its superior thermoregulating properties. Composition and origin are stated per product.
03. Design & Materials
Our linen Workwear is cut and sewn in Vilnius, Lithuania, from flax grown in France, Belgium and the Netherlands and certified by European Flax. Linen is a strong fibre, and it becomes softer with every wash.
Cupro is a regenerated cellulose fabric made from cotton linter (waste). It feels soft on the skin and breathes like cotton.
We minimize patterns to reduce "Visual Noise." A calm wardrobe leads to a calm mind. Our designs allow for effortless mixing and matching, reducing "Decision Fatigue" in the morning.
We avoid virgin polyester. We only use high-tech Polyamide/Lycra where performance requires it (Swimwear/Sportswear) for durability and elasticity.
We focus on making fewer, better pieces that last. Our workwear linen is made in Lithuania and our swimwear and sportswear are produced in Italy, under fair conditions in Europe. We keep year round fixed prices without discounts, so we do not overproduce. Repair and resale run through our Circular Orbit program, and every item comes with a Passport Preview that shows its origin, material and care.
04. Business & Partnerships
No. We are 100% independent and founder-led by Maximilian Rupp. We have no outside VC pressure, which allows us to make long-term decisions based on quality and ethics, not quarterly growth targets.
Yes. We partner with select boutiques that share our "Slow Luxury" values. We look for partners in the DACH region and internationally. Please contact us for our Line Sheet.
Yes. We work with forward-thinking companies (e.g., tech startups, boutique hotels) to create uniforms or founder gifts. We can co-brand products for orders over 50 units.
We are currently self-funded. However, we are always open to connecting with strategic partners who understand the "Slow Luxury" vision. Reach out to us via LinkedIn.
05. Community & Press
We accept a limited number of Ambassadors (Architects, Athletes, Founders) who embody the HACOY lifestyle. We look for "Citizens" who have a craft, not just influencers. Apply via our "Citizens" page.
Maximilian Rupp is available for podcasts and interviews regarding Energy Management, Bootstrapping, and Producing in Europe. Please contact us here.
We are based in Munich, Germany. The strategy and operations are managed from our Munich studio.
We have a Showroom in Munich (Maistraße 21) open by appointment. We primarily operate as a digital flagship to serve our global community efficiently.
06. Future & Innovation
Every HACOY piece has its own Meet your piece page, where you can see where it was made and what it is made of. We believe technology should be used to prove authenticity and origin.
Our philosophy of "Comfortable Elegance" naturally extends to the home. While we focus on apparel now, we see HACOY evolving into a lifestyle brand that curates the entire "Deep Work" environment.
We produce in limited batches to match demand. We do not burn or destroy clothes. Any unsold inventory is archived for "Archive Sales" or upcycled into smaller accessories (like travel pouches).
07. Specific Policies
Yes. We believe in longevity. If your HACOY piece needs repair (e.g. a loose button or seam), simply send us an email and we will find a solution together. For Munich customers, we can recommend local tailor partners. We design our clothes with "French Seams" and high-quality construction to ensure they are easily repairable and last for years.
We run a lean, high-performance team in Munich. We often look for freelance talent in Content, Design, and Performance Marketing. Check our LinkedIn page for open roles.
Our primary impact is economic: paying fair wages in Europe. We have supported Munich initiatives in the past and are open to more projects.
