Step into the world of fashion innovation with Maximilian Rupp, the dynamic founder of Hacoy. In this lively interview, get ready to dive deep into Rupp’s journey from the captivating realms of business psychology to the vibrant landscape of fashion brand management.

With a dash of charisma and a sprinkle of entrepreneurial flair, Rupp shares his exhilarating adventures, weaving tales of inspiration, resilience, and sustainable fashion practices.

Join us as we uncover the secrets behind Hacoy’s unique vision and discover how Rupp is shaking up the fashion industry, one stylish stride at a time!

What inspired your transition from business psychology to fashion brand management, and how did this shift influence your approach to entrepreneurship?

It’s not merely a transition, as business psychology remains integral to fashion brand management. This connection manifests in various aspects, such as understanding the psychology behind consumer behaviour, influencing purchasing decisions, and adopting effective leadership styles.

My inspiration stemmed from recognising fashion as a form of communication. A vibrant shirt can serve as an icebreaker, a leather jacket instills confidence, and a hoodie provides comfort. I sought to delve deeper into the multifaceted world of fashion, understanding its nuances beyond mere clothing. This shift significantly impacted me, emphasising the importance of immersing oneself in an industry to truly comprehend its essence. Had I not pursued studies in fashion brand management, I might have ventured into creating just another fast-fashion brand. This realisation underscores my commitment to thoroughly educate myself in any industry before venturing into entrepreneurship.

As a founder, how do you navigate challenges and setbacks while staying true to your brand’s values and vision?

Maintaining a positive mindset is arguably my greatest asset. I endeavour to find the silver lining in every situation and adhere to the adage, “es kommt alles zurück im Leben,” meaning “everything comes back in life.” I’ve consistently witnessed the reciprocity of goodwill—doing good often yields positive outcomes, albeit not necessarily in expected ways.

Could you share a pivotal childhood moment that you believe shaped your entrepreneurial spirit and drive?

At the tender age of six, I inaugurated my first “restaurant” within the confines of my bedroom, with my mother serving as my sole patron, humorously purchasing overpriced tap water. Her unwavering support from an early age instilled in me the belief that I could pursue any endeavour with her backing. Growing up in such a supportive environment fortified my confidence, fostering a belief in my ability to achieve anything I set my mind to.

How does your brand prioritise the well-being of both people and the planet throughout the entire lifecycle of your products?

Prioritising People’s Well-being:

Ensuring fair treatment of everyone involved in our clothing production process, including fair wages and appropriate working conditions. Utilising natural fabrics like linen, providing clients with non-allergenic materials that are gentle on the skin. Prioritising the Planet’s Well-being:

Implementing a circular approach through our Circular Orbit program, which encompasses renting, repairing, upcycling, and repurchasing clothing items, thereby extending their lifespan. Emphasising the use of natural resources to minimize the environmental impact of our production processes.

Reflecting on your journey from Zurich to Florence and founding your brand, what lessons have you learned about resilience and risk-taking?

Self-reliance became evident early on—I realised that success necessitated my personal efforts rather than relying solely on external support. Stepping out of my comfort zone, exemplified by relocating to a new city for a different field of study, underscored the importance of embracing discomfort for growth. Additionally, understanding that relationships, whether personal or professional, are transient taught me the significance of resilience in the face of loss.

Can you share a recent example of how your brand has positively impacted the lives of your customers or community?

Recently, a group of students reached out to interview me for a school project comparing fast and slow fashion. Our engaging discussion provided them with valuable insights, which they incorporated into a podcast for their project. Witnessing their enthusiasm and eagerness to learn about sustainable fashion reaffirmed the positive influence our brand exerts on shaping a more conscientious fashion industry.

As you strive towards becoming a 100% sustainable brand, what specific initiatives or innovations are you most excited about implementing in the near future?

Implementing a Traceable Supply Chain to enhance transparency and accountability regarding our materials and environmental impact. Continuing to source natural resources and repurpose leftover fabric stock from other brands for our clothing pieces. Enhancing our Circular Orbit program to further promote a circular economy within the fashion industry.

What advice would you give to aspiring entrepreneurs passionate about starting their own ethical and sustainable fashion brands?

Seek feedback for your ideas but remain steadfast in pursuing your vision. Rather than reinventing the wheel, strive to refine existing concepts. Consider forming a team to leverage collective strengths and expertise.

Looking ahead, what are your hopes and aspirations for the future of your brand, and how do you envision it making a lasting positive impact on the fashion industry and beyond?

I aspire for consumers to recognize the true value of ethically produced clothing and choose our brand as a beacon of inspiration in combating fast fashion. Additionally, I aim to forge partnerships with sustainable hotels globally to amplify our vision. By encouraging individuals to adopt mindful consumer behaviors and supporting circular economies, such as our Circular Orbit program, I envision creating a lasting, transformative impact.

Can you discuss the importance of work-life balance within your company culture and its contribution to your team’s success?

We prioritize granting our team autonomy and trust, believing that these foster a positive work-life balance. If a team member feels disinclined to work for any reason, we respect their autonomy without question. Our flexible approach, coupled with our commitment to challenging the fast-paced fashion industry, cultivates a happier, more fulfilled team.

Could you share insights into your approach to eco-friendly shipping and its role in reducing the fashion industry’s carbon footprint?

We proudly partner with DHL’s GoGreen program, which offers carbon-neutral shipping options to minimise environmental impact. By investing in climate protection projects globally, this initiative offsets emissions associated with transportation. This aligns with our broader sustainability strategy, from sourcing eco-friendly materials to implementing energy-efficient practices. By prioritising eco-friendly shipping, we take significant strides toward reducing the fashion industry’s carbon footprint, paving the way for a greener future.

Where can people follow you and learn more about your brand?

You can connect with me on LinkedIn: Maximilian Rupp’s LinkedIn profile

Follow our brand on Instagram: Hacoy Brand’s Instagram

Lastly, our readers love to travel. What destination tops your bucket list?

Morocco with my partner, Anne-Sophie. I yearn for its picturesque landscapes, vibrant architecture, and the opportunity to immerse myself in warm waters.

Feeling inspired by Maximilian Rupp’s journey? Dive into more captivating stories and discover a world of inspiration on House of Coco magazine. Whether you’re passionate about fashion, travel, or entrepreneurship, you’ll find a wealth of uplifting narratives to ignite your imagination and fuel your dreams.


Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

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