Press — HACOY

HACOY is a Munich-based slow-luxury fashion label, founded in 2023 by Maximilian Rupp. Our principle is better, not more. We design a small, seasonless range of linen, silk, and wool pieces produced in Italy and Lithuania, our linen in Lithuania and the rest in Italy. No seasonal drops. No discounts. Transparent sourcing.

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: 2023, Munich, Germany
  • Founder & CEO: Maximilian Rupp
  • Registered office: Oberföhringer Straße 26c, 81925 München, DE
  • Category: slow luxury, sustainable fashion, linen-led workwear, seasonless wardrobe
  • Production: linen in Lithuania, all other pieces in Italy

Brand boilerplate (25, 50, 100 words)

25 words: HACOY is a Munich slow-luxury fashion label making linen, silk, and wool pieces built to last a decade. Better, not more.

50 words: HACOY is a Munich-based slow-luxury fashion label founded by Maximilian Rupp in 2023. We make a small, seasonless range of linen-led workwear, silk essentials, and wool pieces. Every garment is made in Italy and Lithuania, our linen in Lithuania and the rest in Italy. Our principle is better, not more.

100 words: HACOY is a Munich-based slow-luxury fashion label, founded in 2023 by Maximilian Rupp. We make a deliberately small, seasonless range of linen, silk, and wool pieces for the modern professional who works between home, the studio, and the classical office — and who wants one considered wardrobe rather than ten disposable ones. Every garment is made in a transparent European supply chain, our linen in Lithuania and all other pieces in Italy. No seasonal drops. No discounts. Natural fibres only. Our guiding principle is better, not more.

About the founder

Maximilian Rupp founded HACOY after a decade working across fashion operations, supply-chain, and digital product. Born and based in Munich, he is personally involved in every production decision, every mill visit, and every significant customer reply during HACOY's founding phase. He is available for interviews, panels, and editorial contributions on slow fashion, sustainable supply chains, workwear, and founder-led direct-to-consumer brands.

Press assets

High-resolution product imagery, founder portraits, and brand-logo files are available on request. Email hello@hacoy.com with your outlet, deadline, and the story angle.

Contact