Munich Startup: What does your startup do? What problem do you solve?
Maximilian Rupp, Hacoy: Hacoy isn't a fashion brand in the traditional sense. We see ourselves as missionaries for sustainable and ethical fashion. Our clothing collections are made from high-quality, sustainable materials, produced in a fair working environment that ensures respect and care for everyone involved in the process. We value not only functionality but also timeless, outstanding design.
We can tackle the problem of clothing waste and have founded an initiative to Circular Fashion Orbit, as our commitment to the planet and future generations. With this program, we ensure that every Hacoy garment has an "endless lifespan." Whether recycling, resale, or upcycling, we are committed to keeping our products out of landfills and remain in the cycle of fashion.
Hacoy aims to demonstrate a different path in the fashion industry. We reduce waste with our "no overproduction, no sales" policy and prioritize sustainable quality and fair working conditions. Our ultimate goal is not just to clothe people, but to do so in a way that protects our planet and its inhabitants.
Munich Startup: But that's been around for a long time!
Maximilian Rupp, Hacoy: The concept of ethical fashion is actually not new, and it's encouraging to see that awareness and implementation of these principles are growing over the years. What sets Hacoy apart, however, is our approach to integrating sustainability and ethics not as an afterthought, but as a central foundation of everything we do. While many brands have only gradually transitioned to more sustainable practices, Hacoy was born out of a desire to create a fashion line that is ethical from the ground up. Our approach to a "circular fashion cycle" is a testament to this, ensuring that our products are not only ethically produced but also have a sustainable life cycle. This holistic approach is still quite rare in the industry. Our commitment extends far beyond our products. We strive to positively impact every aspect of our operations, from a harmonious work environment with fair working conditions for our employees to our commitment to the community. All of this, combined with our innovative strategies such as zero overproduction and a no-sale model, sets Hacoy apart in a field that has been evolving for years.
Munich Startup: What is your founding story?
Maximilian Rupp, Hacoy: My journey as an entrepreneur has been a colorful one, marked by a spirit of innovation and the desire to do things differently. My first business was a fictitious restaurant in my childhood bedroom; my first customer was my mother, who kindly supplemented my pocket money by buying drinking water from our house; and while studying at Polimoda in Florence, I developed "Studibon," a student discount app. Entrepreneurship has always been part of my DNA.
The desire to make the fashion world a better place emerged during my first job at a handbag label in Munich. Here, I experienced firsthand the often overlooked ethical and moral aspects of the fashion industry. This realization made me want to create something that stands for more than pure profit and fleeting trends. I decided to create a brand rooted in ethics and sustainability. A brand that could proudly testify that fashion can be done better.
Our designer Romana, a brilliant creative mind I met at my last job, shared this vision. Together as a team, we embarked on the founding adventure, with her contributing invaluable creativity to the unique design of our collection, while I fully embraced the entrepreneurial responsibilities. We see Hacoy not just as a brand, but as our mission to make a positive impact on the status quo of the fashion industry. Hacoy initially launched as an online shop during the pandemic with our best-selling model at the time: the Hacoy linen shirt with a detachable tie for working from home.
Munich Startup: What have been your biggest challenges so far?
Maximilian Rupp, Hacoy: Every entrepreneurial journey is fraught with challenges, and ours was no different. One of the biggest hurdles we faced was gaining visibility in the highly competitive fashion world. Despite our unique value proposition, it was and still isn't easy to adequately communicate our brand recognition to the public. However, we are proud and grateful that, thanks to our targeted PR strategy, we have now been able to secure coverage in renowned publications such as Textil Wirtschaft, InStyle Men, and Vanity Fair, as well as other smaller media outlets.
Another challenge was finding retail space in a good location in Munich. Despite increasing vacancy rates, we encountered numerous obstacles, especially the usual long-term leases, which aren't exactly startup-friendly. After months of searching, we were fortunate enough to find a store in a very good location that offered a one-year lease—a rarity in the industry. We were happy to now have the flexibility we needed as a young, growing brand.
Perhaps the greatest challenge, however, was and remains educating consumers about the importance of ethical fashion. In a society accustomed to the lure of cheap, fast fashion, changing mindsets is a very slow process. Many people are not yet ready to pay for sustainable fashion and prefer to avoid the tempting offers and inferior quality of seemingly trendy fashion, promoted, among other things, via social media. It will continue to be our mission to influence positive changes that protect people and the environment and to remain true to our principles.
Munich Startup: Where would you like to be in one year, where in five years?
Maximilian Rupp, Hacoy: Our goal is to make the Hacoy brand a household name in the Munich area over the next year. We want more and more people in the city to know our brand and what we stand for. This isn't just about brand recognition, but also about anchoring the ethos of sustainable and ethical fashion in the local culture. We want our mission to resonate with the people here in Munich and resonate with them.
In five years, I would like to elevate the Hacoy brand to a level of prestige that reflects the brand's quality and value. I would like to expand my flagship store to a location where we can reach as many people as possible, and I would like to create more sustainable jobs. Our mission is to grow, and with it, new ideas and projects emerge that reach more and more people. To achieve this, Hacoy needs more customers, greater awareness beyond Munich, and the conviction among consumers that holistically sustainable fashion is good for people and the planet. That's what we're working toward.
Munich Startup: How have you experienced Munich as a startup location so far?
Maximilian Rupp, Hacoy: As a startup hub, Munich offers a mix of opportunities and challenges, which have also shaped our path. There's no shortage of networking events in the city, but I'll be honest – I often shy away from them. The reason is that such events feel more like a competition than a genuine opportunity for constructive collaboration or the exchange of learning.
When it comes to the practical aspects of a startup in Munich, such as finding affordable rent, Munich isn't an easy location for us in the retail sector. However, a physical presence in Munich is crucial for Hacoy to test and validate our brand in a real-world environment, as well as to be close to our customers. It's a risk, but one that I believe is essential for our growth.
One thing I've observed in Munich is that it's full of creative minds and innovative ideas. However, there seems to be a gap in the implementation of these ideas. Many aspiring entrepreneurs could benefit from more accessible information and support, for example, in the form of incubators or mentoring programs that help them take the crucial step from idea to implementation. Munich certainly has the potential to be not only a city of ideas, but also a cradle for successful startups.
Munich Startup: Hidden champion or shooting star?
Maximilian Rupp, Hacoy: At Hacoy, we see ourselves more as a "hidden champion" than a "shooting star." This aligns with our approach to growth and impact. We don't chase fleeting fame or quick wins. Instead, we focus on building a solid foundation based on ethical practices, quality products, and a sustainable business model. Our path is characterized by steady progress, not a sudden leap into the spotlight. We have set ourselves a lofty goal, which first requires a shift in consumer awareness of fashion, which cannot happen overnight. As a "hidden champion," we want to accompany this change with our commitment to a better fashion world. We see ourselves as missionaries who strive to build an image with our brand that will enable us to bring about positive change in the fashion industry in the long term, benefiting people and the planet.
