Some of the best ideas come to life in the most difficult moments and that is precisely how HACOY was born. During the last two years, due to the health emergency, we have lived through challenging times, times of uncertainty, of changes, of adaptation. The only constant in life is change (Heraclitus) and it is in our nature, as human beings, to adapt to those changes. This is how we evolve and improve.
Maximilian Rupp, a young German, found a way not only to adapt to the new normality of work, study and socialization implemented during the pandemic. He took it to the next level and found a way to share it with the world. While studying remotely, Maximilian faced the dilemma that arose from adapting to the digital modality.
Before the quarantine, we were used to leaving the house to carry out our daily activities. We had our schedules, routines and even the type of clothes we would have to wear according to where we had to go and what we had to do. But, what happens when, without warning, everything changes? What happens when those activities that we were used to doing outdoors, now we must do them under the roof of our own house?
Dress codes
One of the main challenges was what to wear to work or study, respecting dress codes, but at the same time feeling comfortable. This was a very popular topic, even on social networks we could see some articles and even memes related to this. (Here’s an example). The everyday tailored suit, school uniform, dress and heels were replaced by more comfortable garments. Despite this, some people chose to stay in pajamas and this may not have been the best option. There are even scientific studies that show that the brain needs to know that it is time to work or study in order to function optimally and productively. Otherwise, it will not understand the change from rest to work. Therefore, the signals it sends to our body are not correct, thus causing a failure in the processes and results of our activities.
Difficult situations require precise decisions and actions
Many times, the problems that seem the simplest or those that can go unnoticed, are actually the ones that can affect us the most. From this new modality a new problem is born, from this problem a solution is born: HACOY. In January 2021 in Berlin, Germany, HACOY grew from an idea to a fashion brand for men and women that integrates style with comfort. Before, there was hardly a middle ground between a tailored suit and pajamas or sportswear. Today, HACOY is positioned right in the middle as an answer to our wishes. HAPPiness, Comfort, jOY; three words that merge to form the name of this brand full of symbolism, values and purposes.
Comfortable, stylish, fresh, modern, simple and, ESPECIALLY, sustainable garments are what HACOY offers us to develop professionally and carry out our daily tasks in the most optimal way. Despite the pandemic and the changes that came with it, I think we were able to realize that the world does not stop, it only transforms. And it is we who have to adapt to it. However, one of the situations that also demonstrated its strong importance is the mental health and well-being of people.
Made in
HACOY is part of the introduction to a new era in the fashion industry. The era that we and the world need. It is not just another clothing brand, we are talking about a project that pays attention to each part of its processes. Nothing goes unnoticed, everything matters. The garments are made from linen, and not just any linen. The linen used in HACOY garments is produced in Lithuania. This linen is known as one of the countries with the highest quality standards for this material. In this way, HACOY ensures three extremely positive aspects for its customers: quality, durability and social responsibility. Maximilian works hand in hand with Romana Tricoli, the designer. Subsequently, the designs go through the manufacturing process, carried out by a family business in Vilnius with more than 30 years of experience.
Being linen, the clothes not only provide much more comfort to those who wear them, but it is also a fresh material that allows the body to breathe naturally. At the same time allows rapid evaporation. In addition to this, it is a material produced from natural fibers and, organic natural fibers. As you can see, each of the details of these garments are observed with a magnifying glass to achieve the best results translated into the best products.
Wait, there’s more
This article is not just to introduce you to the brand. A few weeks ago I had the pleasure and honor of meeting Maximilian virtually (what an irony). Talking with him and getting to know him better, I was able to notice the great passion, commitment, motivation, vision, focus, among many other things, that he has. Today, I would like to share with you a brief interview that I had the opportunity to do with him. I think it is important not only that they know his brand, but also that they know who is behind this wonderful and pure project.
Knowing the essence of HACOY; Interview with Maximilian Rupp
Diana: Which have been the main challenges and obstacles you have faced as a creator of the brand during this process, from the birth of HACOY until today?
Maximilian: The list is never ending but that is also the beauty of it. Without them there would be no learning, no growth and no success. One challenge that came to my mind was finding a production partner that was able to offer us small quantities of our collection in the best possible quality and had the fair working conditions I believe in.
HACOY
Diana: What is the essence of HACOY as a brand?
Maximilian: The essence of the brand lies in the name. The brand name is a portmanteau, created from the words HAppiness, Comfort, jOY. Which are the three main pillars of everything we do to live a fulfilled life with purpose.
These three core principles can be found in the products we create, the way we work and generally in all aspects of the brand. The values depend on each other and I believe we need to pay attention to all three of them equally.
Diana: How does HACOY stand out among the rest of the other fashion brands in the world? What does it offer differently?
Maximilian: I like to call ourselves an ethical fashion brand and I believe this is also our biggest advantage. I created the brand as a life project that is trying to counter the industry standard. Not following any trends, slowing down the fashion schedule and being transparent with our clients are just a few examples of how we are stepping outside the norm.
Also putting the team first. Giving them the work life balance that is wished and not working until burnouts come through. If the customer is the king, I like to see the employees as the queen.
Expect
Diana: What can we expect from HACOY in the near, medium and long future?
Maximilian: Near future: we are introducing new product categories like swimwear and sportswear this summer, which gives our clients a clear view of where I want to go with the brand. HACOY is a lifestyle brand and I want to create a community of people that share similar values and way of living.
Medium future: exploring new innovative fabrics, processes and opening our first own physical stores, that are more of an experience than a storefront.
Long future: more innovations and clear positioning as a lifestyle brand that people love to be a part of as they understand the ethical approach and agree with it.
Diana: How does HACOY manage to find a balance between what the market is looking for and social and environmental responsibility?
Maximilian: I like to think of our creations as products that people did not know they were looking for. Our creations are the more sustainable, higher quality and more unique designs of clothing that are already out there. Our pricing is premium, due to the high production costs and this of course is still a bit of a head scratcher for many people. However it is also our responsibility to educate the client.
Focous
Diana: What do you consider to be the bases for a fashion brand to achieve comprehensive success today?
Maximilian: The ability to adapt and constantly reinvent themselves. If you are stubborn and stick to the wrong strategy because you are unable to accept defeat or failure, there will be no business to run.
Diana: How is the team integrated and how does each of them contribute to the brand?
Maximilian: The team currently consists of three members, including the fashion designer Romana Tricoli, the graphic design and social media intern Bertha Sangines and myself.
Each member has a clear set of areas that they focus on when working. However because we are such a small team it happens that we help each other out occasionally. It is also important for everyone to be on the same page as everything we do inside the brand, has an impact on multiple areas of the business. Romana and I are business partners and good friends, so I don’t see myself as the boss.
Success as a sustainable brand
Diana: What are the bases to achieve a true and optimal success as a sustainable brand?
Maximilian: Setting clear and realistic goals that are worked towards in every aspect of the business. We are not promising our clients anything that we can or don’t want to commit to. Honesty and being transparent in everything a business does. Inform the clients about processes and details that might interest them. HACOY clients are smart and care about more than just the design of clothing.
Diana: How is the process of making a HACOY garment? From the first step of its production until it reaches the hands of the final customer?
Maximilian: Typically, I propose a concept or product category to Romana, who then finds inspiration and starts sketching some designs. From the designs we then choose our favorites, technical sheets are created, and the production creates a prototype. We then visit the production for the first feedback round and improve the pieces in multiple steps. This could include adjusting sizing or changing positionings of details like the buttons.
As comfort is one of the pillars at HACOY, we sometimes notice small changes needed once trying the pieces on. We do not rush the process of creating pieces of clothing and we don’t have any deadlines to reach. As everything we produce at HACOY is timeless and we keep seasonless.
Once we are confident with the final prototype, we start production and store the finished pieces in our office in Munich. The last step is carried out when the client orders, we package it in our plastic free and multi-purpose packaging and send it to them to enjoy.
Positive Change
Diana: In your opinion, what is missing from the fashion industry to generate a positive change and impact on the environment?
Maximilian: Clear and coherent certifications and ways of measuring the level of sustainability of a business. I have had multiple calls with providers of such certifications; however, I would like to see one certificate that the industry decides on as the most useful and have all fashion brands be part of.
This would be easier for the clients to understand how their favorite fashion brands compare with each other and they could decide on who to support with more understanding.
Diana: Is there a brand, designer, public figure that inspires you to continue with this mission?
Maximilian: The man in the mirror. Jokes aside, I really love the approach the brand Asket has and I think we can all learn from their level of transparency.
Diana: In your opinion, what would be the decisions and actions that people as consumers should carry out to improve the environmental situation we live in today?
Maximilian: People should not only care about what they put inside their bodies; they should also be worried about what they have on their skin. I understand that if you don’t have a passion for fashion that clothing is just something we humans need to wear, however not thinking for a second about where, how and by whom the piece of clothing you are going to wear walking around daily is very ignorant.
It’s time. Not tomorrow, not after. TODAY
The world is crying out for changes. We cannot expect an adequate evolution if we continue to apply the same formulas. HACOY is the promise towards the path of improvements. Projects like this, brands like this are the ones to which we must redirect our gaze and attention. Let’s learn every lesson that HACOY gives us. It is time to become better consumers, with better practices and consumption patterns.
I hope that just like me, you too have fallen in love with HACOY. I invite you to visit their website hacoy.com, a super cool space where you can see and purchase HACOY garments. Also, one of the things that I found amazing was that you can also listen and follow their 3 playlists with “curated sounds”; HAPPINESS, COMFORT or JOY. How amazing is that. When I told you that HACOY takes care of every single detail, I wasn’t kidding. Do not forget to follow their social networks and, above all, spread HACOY’s voice.
We also recommend you read: What goes around comes around.
