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 reject the "52-season" calendar of fast fashion. We release "Capsules" and "Essentials" that are designed to last for years, not months. We believe in "Future Classics."

To guarantee fair labor standards (EU Law) and minimize transport emissions. We believe "Made in Europe" is the only true seal of ethical quality and transparency. 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.

We strive to source raw materials, threads, and packaging within 100km of our manufacturing site. This drastically reduces the carbon footprint of production and supports the local regional economy.

We pay our manufacturing partners a premium to ensure their artisans are paid above living wages. We visit the factories personally (at least twice a year) to verify conditions and maintain relationships.

Most of our collection (Linen, Tencel, Cotton, Cupro) is vegan. However, we do use Silk (a protein fiber) for its superior thermoregulating properties. We are committed to ethical sourcing for all materials.

Lithuanian linen is considered the "Champagne" of flax. The northern climate produces a stronger, softer fiber. It is naturally antibacterial, hypoallergenic, and becomes softer with every wash.

Cupro is a regenerated cellulose fabric made from cotton linter (waste). It feels exactly like silk, breathes like cotton, and is biodegradable. It represents our commitment to circular material innovation.

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. All synthetics are OEKO-TEX Standard 100 certified.

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 sustainable 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.

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 Sustainable Fashion. 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.

We are exploring Digital Product Passports (DPP) to give every garment a transparent history on the blockchain. We believe technology should be used to prove authenticity and sustainability.

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).

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.