New & coming soon
“We build systems, not seasonal trends. Thank you for carrying a piece of this with you.”
From the first letter, written by Maximilian Alexander Rupp
Studio Evening at HACOY
An open evening at the studio. Try pieces, meet the team, bring a friend.
Shop
Store
Buy timeless designer pieces from our collections.
Rent
Borrow a piece for a while, directly from us.
Resell
Marketplace to buy and sell pre-loved HACOY pieces.
Legal
Settings
Payments
Set up once. Used for the HACOY store.
For selling your pieces on the marketplace.
Meet the team
Maximilian Rupp
Maximilian was born in Zürich, Switzerland, and has always turned his ideas into action. At the age of six he opened his first restaurant in his bedroom, where his mother was the only customer, paying for the tap water from her own home.
At eighteen he learned that caring about clothing and styling can improve many parts of life, like confidence, creativity and the ability to express his personality. After finishing his bachelor in business psychology in Munich, he decided to move to Florence and study fashion brand management at POLIMODA. After his studies Maximilian worked for a handbag label in Munich, but realised that working for other people's dreams did not fulfil him, especially when he had no say in where or how the products were made. That realisation, and meeting the talented fashion designer Romana, were enough for him to take the risk and found his own brand.
Romana Tricoli
A graduate of Istituto Marangoni, Milano, Romana brings a legacy of Italian craftsmanship and a passion for innovative materials to HACOY. Her experience in the Munich luxury fashion industry informs her unique approach to draping and construction.
Drawing inspiration from global art and culture, Romana designs each piece to be both a statement of style and a functional part of the modern wardrobe.
Production
Made in Ferrara, Italy
Italy is the world's leading producer of luxury fashion. Moreover, Italian fashion has a long tradition of craftsmanship that has always given high value to the quality of fabrics. Therefore, we partnered with a family-owned business in Ferrara, Italy, with deep experience in producing activewear, swimwear and underwear under EU labour and environmental rules.
We source in Europe wherever a fibre is grown and spun here, which keeps transport between mill and workshop short and keeps our making inside EU labour law.
Fabrics that are processed at this production include Silk and Lycra.
Fewer style choices gives the production time to manufacture in an artisanal way. This promotes craftmanship and creativity.
Every piece is cut and sewn in this family run workshop near Ferrara, under EU labour law, by people we know and visit in person.
Made in Vilnius, Lithuania
We partnered with people who care about fashion and integrity as much as we do. Our linen workwear is cut and sewn by our partners in Vilnius.
The fabric that is processed at this production is Linen.
With the help of our partners in Vilnius Lithuania, we were able to achieve the softest, most comfortable and sophisticated workwear looks.
The skilled seamstresses pay close attention to detail while creating the clothing for our clients. A piece by HACOY guarantees high quality, precision and premium materials.
The flax for our linen is grown in France, Belgium and the Netherlands and certified European Flax. The fabric comes from our partner Baltic Flax, and the pieces are sewn here in Vilnius.
In order to ensure safe working conditions, support local communities, and maintain strict quality control, we partner with nearby factories and suppliers who share how we think about careful manufacturing.
We believe in collaborative efforts for a fairer future.
Campaigns
Campaign
Paris Fashion Show 2024
Loads from YouTube on tap
A day in the life of HACOY
Paris, a city that breathes fashion and creativity, became the backdrop for our debut show. On this monumental day, we presented eight looks that each tell a chapter of HACOY's story. These are not just garments; they are expressions of how we work: in small runs, designed to be kept.
Store
Cart
Resell
The community marketplace. Pieces from one wardrobe to the next.
Your Resell
Sell what you no longer wear, and keep track of what you listed and bought.
Give a piece its next life
Pick a piece from your wardrobe, set your price, publish.
Messages
Your conversations with buyers and sellers.
Rent
Borrow a piece for a while, directly from us.
Your rentals
What you have rented, and what is on its way.
Offer your piece
Pick a piece from your wardrobe, set your price, done.
We show the official product photo first. Add your own so buyers see the true condition.
Your listing appears in Resell right away.
Profile
HACOY grows through people who care for what they own.
Every HACOY piece carries its story with it. Tap a piece in your wardrobe to open its passport.
Bought HACOY before the app existed? Add the piece and its passport appears.
Meet your piece
Every HACOY piece carries a passport: its fabric, its makers, its footprint and how to care for it. Open any piece.
Delivery address
Where your HACOY pieces arrive.
My purchases
Your order history.
Favorites
Services
Ask us anything
A question about a piece, an order, a size, or us.
Find my size
Feedback & Suggestions
Help shape what we make next. Your voice goes straight into real decisions.
Linen Dual Shirt
What should we make next?
A piece you are missing, a fabric you love, a colour you dream in. We read everything.
Knowledge
Apologies, please try looking for something else.
More
FAQ
Answers to the most common questions.
Inspiration
Saved
Every picture you saved, in one place.
How to style
Events
Studio Evening at HACOY
An open evening at the studio. Try pieces, meet the team, bring a friend.
Fabric Morning, linen & coffee
Touch every fabric we work with, ask everything. Small circle, slow pace.
Sound
Three playlists, three moods.
Careers
Every role is filled right now
We are not hiring at the moment. Our small team in Munich is complete, so there is no open position to apply for today.
HACOY stands for HAppiness, Comfort and jOY. If that is the kind of house you want to work in, we would still like to hear from you.
General application
Tell us who you are and what you would bring. The form is on our website.
Repair
We answer personally, usually within a day.
Book an appointment
Letters
Ask HACOY
Our local agent is built on everything we know: every fabric, every piece, every process. Day and night, in your pocket.