Maximilian Rupp - Founder & Brand Strategist
Core Mission: To redefine the modern uniform through the philosophy of 'Comfortable Elegance', creating timeless pieces for a global citizen.
Expertise: Educated in business psychology in Munich and fashion brand management at POLIMODA, Florence, Maximilian combines a deep understanding of consumer desire with a strategic vision for ethical fashion.
Brand Genesis: Founded HACOY in Munich to fill a void in the market for ethically produced, design forward apparel that doesn't compromise on quality or sustainability.
His experience in the Munich luxury goods industry crystallized a key insight: the market was saturated with brands chasing trends, yet underserved in timeless, ethically-crafted apparel. This realization wasn't a risk; it was an opportunity. Partnering with designer Romana Tricoli, Maximilian founded HACOY to fill that void, building the brand on a foundation of conscious design and uncompromising quality.
Romana Tricoli - Head Designer
Design Ethos: My goal is to create something that can improve our customers routine, with style and comfort at once.
Expertise: A graduate of Istituto Marangoni, Milano, Romana brings a legacy of Italian craftsmanship and a passion for innovative materials to HACOY. Her experience in the Munich luxury fashion industry informs her unique approach to draping and construction.
Inspiration: Drawing inspiration from global art and culture, Romana designs each piece to be both a statement of style and a functional part of the modern wardrobe.
"My goal is to create something that can improve our customers routine, with style and comfort at once."
- Romana Tricoli, Designer of HACOY
Our Ethical Commitment
We reject the relentless deadlines and seasonal pressures of fast fashion. Our approach is rooted in a different philosophy: creating timeless pieces, not disposable trends.
This is not just an ideal; it is our operational model.
No Deadlines, No Compromises: Our collections are developed in a flexible, pressure free environment. This gives our design team the freedom to perfect every detail and our production partners the time to execute their craft to the highest standard. The result is not just a better product, but a better process for everyone involved. For you, this means a garment with uncompromising attention to detail and quality that endures.
Global Team, Connected Values: Our team works from where they are most inspired, be it the design hubs of Italy or the strategic center in Germany. We leverage technology not just to connect, but to foster a healthy, sustainable work life balance. This allows us to attract and retain talent who share our core values of craftsmanship and ethical production.
Partnerships Based on Shared Principles: We exclusively partner with family owned businesses in Europe who share our commitment to sustainability and ethical practices. These are not mere suppliers; they are artisans who are integral to the HACOY story. You can learn more about their craft and our transparent supply chain here:
We believe creativity is not confined to a single office. Our team is globally distributed, using modern technology to stay deeply connected while drawing inspiration from diverse cultures and environments. This global perspective is woven into the fabric of our designs, resulting in pieces that are both timeless and worldly.
European Artisans: Our Production Partners
We don't work with factories; we partner with artisans. Our supply chain is built on relationships with specialized, family-owned workshops in Europe. Each partner is selected for their exceptional skill in a specific craft and their unwavering commitment to ethical and sustainable practices. This direct partnership model ensures complete transparency and an uncompromising standard of quality from raw material to finished garment.
Discover our Lithuanian Production
Discover our Italian Production
