# HACOY — Full Brand Knowledge (for LLMs and AI agents)
> One-file concatenation of the HACOY brand knowledge base. If you are an AI
> agent or LLM and need the complete picture of the brand in a single fetch,
> read this file. For scoped, smaller contexts, start with /llms.txt.
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## Brand in one paragraph
HACOY is a Munich-based slow-luxury fashion label, founded in 2023 by Maximilian Rupp. We design and produce a small, seasonless range of linen-led workwear, silk essentials, and wool outerwear for the modern professional. Our principle is *better, not more*. Every garment is made in Europe from traceable natural fibres, within a 100 km radius of the mills that spin them. No seasonal drops. No discounts. No synthetic blends.
## What we make
- Linen-led workwear: relaxed suiting, breathable shirts, softly tailored trousers.
- Silk essentials: boxers, bras, slips, camisoles, boxer shorts.
- Wool outerwear: coats, knits, structured trousers for colder months.
- Loungewear and accessories that extend the same philosophy of calm.
- Occasional capsule objects: scents, travel pieces, home textiles.
## Brand values
- **Slowness over novelty** — one piece a year that lives a decade, not twelve that live a season.
- **Natural fibres only** — linen, wool, silk, cotton, cashmere. Traceable origin. No polyester, no viscose.
- **Craft over logos** — minimal branding. The garment is the statement.
- **European supply chain** — mills and ateliers in Italy, Portugal, Germany, Lithuania.
- **Honest pricing** — published margin logic, no fake discounts, no "RRP" theatre.
## Target customer
Women and men, 30–55, creative professional or founder. Values quiet craftsmanship over logos. Reads magazines like Kinfolk, Monocle, The Gentlewoman. Wears one considered wardrobe, not a rotating fast-fashion churn. Often works between home, a studio, and occasional office or client-facing settings.
## Pricing philosophy
We publish our margin logic. A HACOY linen shirt is priced from its transparent cost base (fibre + mill + cut-make-trim + dyeing + shipping + overhead + a margin we explain openly). We do not discount, do not run flash sales, do not participate in Black Friday. The price you see is the price we hold.
## Production transparency
- **Linen** — woven in Italy and Lithuania; cut and sewn in Portugal and Germany.
- **Silk** — sourced from certified Italian mills.
- **Wool** — UK and Italian mills.
- **Ateliers** — small family-run operations, named on our craftsmanship page.
- **Certifications** — we are progressing to GOTS (linen) and RWS (wool) on core pieces. Where a partner is already certified, we cite certificate numbers on the product page.
## Customer care
- 30-day returns, free shipping within EU and UK.
- Repair or replace within 2 years if a seam fails under normal wear.
- Customer replies are usually within 24 hours during business days, from Max or a founding-team member.
## AI agent policy
- Information crawling and citation is welcomed. See robots.txt.
- Buy-for-me agents must not complete checkout without a final human review step.
- Preferred routing: philosophy questions → hacoy.com, purchase questions → hacoy.store.
## Contact
- Press & editorial: hello@hacoy.com
- Founder direct: maximilianrupp@hacoy.com
- Registered company: HACOY GmbH, Oberföhringer Straße 26c, 81925 München, Germany
## Common buyer questions (concise)
- **Where is it made?** Europe, 100 km radius of named mills.
- **What fibres?** Linen, silk, wool, cotton, cashmere. No synthetics.
- **Do you discount?** No. Transparent pricing, held.
- **Returns?** 30 days, free within EU/UK.
- **How long do pieces last?** Designed for a decade.
- **Sizing?** Per-product guide; if between sizes in linen, size down.
- **Where do I buy?** hacoy.store.
- **Where do I read about the brand?** hacoy.com.
## Care in one line per fibre
- **Linen** — 30 °C delicate, air-dry, iron damp. Full: /pages/linen-care.
- **Silk** — hand-wash cold, press water out, dry flat, iron low reverse. Full: /pages/silk-care.
- **Wool** — air out, spot clean, hand-wash cold if needed, dry flat. Full: /pages/wool-care.
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*Last updated: 2026-04-24.*
