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# Press Release - How ADHD changed my view of fashion and life | September 2025 

Agent file for Press Release - How ADHD changed my view of fashion and life | September 2025 .pdf. Text taken from the PDF as it is, page breaks as empty lines.

Press Release

Munich, September 25, 2025

How ADHD changed my view of fashion and life

For a long time, I felt frustrated. I wondered why I felt so blocked at times, even though my head was
bursting with ideas. Why I couldn't seem to get my ideas off the ground, even though I was full of
enthusiasm for my plans. I realized that I functioned differently, but I couldn't put my finger on it.

The diagnosis of ADHD came late, at the age of 28. What initially seemed like a label was, in retrospect,
the moment that brought order to my chaos. Finally, my way of thinking had a name. Frustration gave
way to clarity. I suddenly understood why I perceived the world so intensely, why I was overwhelmed
by details, colors, textures, and moods, and why that is precisely my greatest strength.

    Maximilian Rupp, Founder of the ethical fashion brand HACOY. (Photo credit: Annette Wilson)

I no longer experience ADHD as a deficit, but as a lens that sharpens my view of the world. Where
others seek structure, I see connections. Where others expect perfection, I discover beauty in
imperfection. In fashion, this perspective has liberated me. I no longer felt compelled to design
fashion that everyone would like and that had to follow constantly changing trends. Instead, I began
to understand fashion as an honest expression of individuality, as something that is allowed to have
rough edges and depth.

This attitude also shapes my own fashion label. The values of happiness, comfort, and joy are not just
marketing buzzwords, but are the answer to what I myself have been searching for: clothing that can
do more than just look good; clothing that you wear to feel good, to show who you are and not who
you think you should be.

My ADHD energy manifests itself in bold breaks: unconventional cuts, a love of textures and colors, a
connection between fashion and art that I am increasingly bringing together with my painting (MAR).
The chaos that used to unsettle me is now the space where new things emerge.

I am convinced that the fashion industry needs neurodivergent voices. Because they ask different
questions. Because they don't think in linear processes, but experimentally. And because they remind
us that fashion is more than consumption—it is expression, attitude, connection, and responsibility for
people and the environment.

ADHD has changed my view of fashion and life. From frustration to clarity, from conformity to
expression. And perhaps that is my most important message: you can't please everyone. It is precisely
in being different that lies the power to make your own story visible in fashion and in your life.

About HACOY

HACOY was founded by Maximilian Rupp in Munich and has quickly established itself as a beacon for
ethical fashion. The brand aims to change the industry for the better by focusing on sustainable practices,
ethical production methods, and high-quality organic materials. HACOY believes in the power of fashion to
have a positive impact on the environment.

Discover the brand at www.hacoy.com
More press materials on our collections and brand are available upon request.

Press Contact

Maximilian Rupp
Managing Director, HACOY
Munich, Germany
E: maximilianrupp@hacoy.com
T: +49 177 8342792