HACOY Press

HACOY is an independent slow luxury fashion brand from Munich, founded in 2021 by Maximilian Alexander Rupp. Our principle is Better, not more. We make swimwear, sportswear, silk essentials, cupro pyjamas and a linen line called Workwear, designed in Rome and Munich and made in Italy and Lithuania. We follow no seasonal calendar and never mark a price down.

This page is the official HACOY press kit. For embargoed previews, lookbooks or sample requests, write to hello@hacoy.com.

Company facts

  • Legal name: HACOY GmbH
  • Founded: 2021, Munich, Germany
  • Founder: Maximilian Alexander Rupp
  • Registered office: Oberföhringer Straße 26c, 81925 München, DE
  • Range: swimwear, sportswear, silk essentials, cupro pyjamas and the linen line Workwear
  • Design: Rome, the linen Workwear in Munich, head designer Romana Tricoli
  • Production: the linen Workwear in Vilnius, Lithuania, every other piece in Italy

Brand boilerplate (short, medium, long)

Short: HACOY is an independent slow luxury fashion brand from Munich, founded in 2021 by Maximilian Alexander Rupp. Its essentials are designed in Rome and Munich and made in Italy and Lithuania. The name joins three words: happiness, comfort and joy.

Medium: HACOY is an independent slow luxury fashion brand from Munich, founded in 2021 by Maximilian Alexander Rupp. The name joins happiness, comfort and joy, and the idea behind it is comfortable elegance: clothes that feel calm on the body and make a day easier. HACOY makes swimwear, sportswear, silk essentials, cupro pyjamas and a linen line called Workwear, designed in Rome and Munich and made in Italy and Lithuania. Through Circular Orbit, HACOY repairs its pieces, lends them for an occasion and buys them back, and every piece carries a passport called Meet your piece.

Long: HACOY is an independent slow luxury fashion brand from Munich, founded in 2021 by Maximilian Alexander Rupp. The name joins happiness, comfort and joy, and the idea behind it is comfortable elegance: clothes that feel calm on the body, work across many situations and are made to be kept. HACOY follows no seasonal calendar. Its promise is short: better, not more.

The range spans swimwear, sportswear, silk essentials, cupro pyjamas and a linen line called Workwear. The pieces are designed in Rome, the Workwear in Munich, and the head designer is Romana Tricoli. The linen Workwear is cut and sewn in Vilnius, Lithuania. Swimwear, sportswear, silk essentials and cupro pyjamas are made by a family owned atelier near Ferrara, Italy. The flax for the linen is grown in France, Belgium and the Netherlands and certified European Flax, and the silk is woven in Como.

Since July 2023, Circular Orbit keeps HACOY pieces in wear for longer. Repairs are on HACOY for everyone who owns a piece, pieces can be borrowed for an occasion or sold back, and ReviveWear gives sample, one of a kind and pre-owned pieces a second life. Every piece carries a passport called Meet your piece, which shows what it is made of, where it was made and how to care for it.

In March 2026 HACOY was the only brand from Germany among the twelve presented at the closing event of the NEB Fashion Adaptor by EIT Culture & Creativity during Paris Fashion Week. HACOY GmbH is based at Oberföhringer Straße 26c in Munich, and its showroom is at Maistraße 21.

About the founder

Maximilian Alexander Rupp founded HACOY in Munich in 2021 with a simple conviction: people should feel comfortable in the clothes they wear and, most of all, in themselves.

He studied business psychology in Munich and fashion brand management at Polimoda in Florence, and he worked for a handbag brand in Munich before he started his own. His years in the Munich luxury goods industry showed him how hard it was to find timeless pieces made in Europe. HACOY was his answer, built together with the designer Romana Tricoli on considered design and on pieces made to be kept: fewer pieces, made well, designed in Rome and Munich and made in Italy and Lithuania.

As founder he sets the direction of the brand, from Circular Orbit, which repairs, lends and buys back HACOY pieces, to Meet your piece, the passport every HACOY piece carries. He speaks about that passport and what it takes to run it in practice. In March 2026 he presented HACOY at the closing event of the NEB Fashion Adaptor by EIT Culture & Creativity during Paris Fashion Week, the only brand from Germany among twelve. In October 2026 he spoke at TW Sustainability Day in Cologne, in a conversation with Stefanie Sumfleth of bonprix moderated by Kirsten Reinhold of TextilWirtschaft, and he showed Meet your piece live in an online session of the German textile network DTB with DIN.

He works in German and English.

Press assets

Product imagery in high resolution, founder portraits and logo files are available on request. Email hello@hacoy.com with your outlet, your deadline and the story angle.

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