How we use AI

AI at HACOY

HACOY is a small, independent fashion brand from Munich, and we work with AI every day. We would like you to know where it helps us and where it has no place, so that you never have to guess.

In January 2026 we chose a real shoot over models made with AI. Our pieces were photographed on people of different ages who wear HACOY themselves, and this is how we like to show what we make.

What AI does for us

AI helps us test an idea before any fabric is cut, write the first draft of a text, and sort the messages that reach us. Every draft is read and edited by a person, and no reply leaves HACOY without someone reading it first.

AI does not design our pieces, and it does not decide what we make. Our pieces are designed by people in Rome and Munich and made in Italy and Lithuania.

What stays human

Photographers, models, stylists and the hands that sew our pieces in Ferrara and Vilnius are the heart of HACOY. The light on a set, the feel of linen in the hand and the care in every seam come from people, and we want it to stay that way.

The small mark

An image that was made or edited with AI carries a small *AI mark in its corner. Our texts are often drafted with the help of AI, and each one is read, corrected and approved by a person before it appears here.

Where our AI runs

The AI that works for HACOY runs on our own computers in Munich, not in a data centre. A few of the tools we use to build these systems still run in the cloud, and we are working to bring them here as well, so that our work never depends on someone else's servers.

Why we share this

We tell you where our linen comes from and who sews our pieces, so it feels natural to be just as open about how our words and images are made. If something on our pages looks generated and carries no mark, please write to us at hello@hacoy.com. We read every message.