Maximilian Alexander Rupp
MAR — Maximilian Alexander Rupp

One of four worlds

Fashion

HACOY, the fashion brand. The world most people know me for.

HACOY is an independent slow luxury fashion brand from Munich, founded in 2021. The name is the brand: Happiness, Comfort, Joy. Designed in Rome, made in Italy and Lithuania. Better, not more.

Maximilian Rupp visiting the production partner in Lithuania
HACOY campaign

Less but better.

Swimwear, the linen line called Workwear, silk essentials, cupro pyjamas and sportswear. Black and white, calm, never loud. Fibres sourced close to where the pieces are made.

Every piece is made to be worn for years, repaired when needed and passed on when it is time.

Around the brand

How to build a small fashion brand