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 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."
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 in OEKO TEX Lycra.
HACOY linen home office clothing 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.
Home office clothing 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 previously owned HACOY pieces, and our Revivewear line gives garments a second life from reclaimed material.
HACOY has a 30 day return policy. You have 30 days after receiving your item to request a return, and we provide a return shipping label. Items must be unworn with tags on and in the original packaging.
HACOY ships worldwide from the European Union with DHL, DPD and UPS. Orders are processed within 2 to 3 business days and, within Germany and the EU, arrive in about 3 to 5 business days. International times vary by destination and any customs duties are the customer responsibility.
No. HACOY does not offer free shipping, because the people who deliver your order deserve fair pay. Shipping within Germany and the EU is a flat 5 to 6 euros.
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 home office line, OEKO TEX Lycra for swim, Italian polyamide, bamboo viscose with OEKO TEX Standard 100 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. DHL Express is available for faster delivery. Standard orders ship with DHL, DPD and UPS and are processed within 2 to 3 business days.
HACOY is a European fashion house built around fewer, better pieces. Production is in Italy and Lithuania, the linen is European Flax, the swim fabric is OEKO TEX, every product carries a Product Passport Preview, 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 home office clothing is produced in Vilnius, Lithuania. The brand is based in Munich, Germany.
Yes. HACOY uses European Flax linen, organic cotton, bamboo viscose, cupro and silk, alongside OEKO TEX swim fabric. Composition is stated on every product.
No. HACOY is the opposite of fast fashion. It 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, OEKO TEX swim fabric, a Product Passport Preview on 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)
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.
03. Design & 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.
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 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.
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 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.
06. Future & Innovation
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).
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.
