Maximilian founded HACOY in Munich with a simple conviction: individuals should feel comfortable in the clothes they wear, and most importantly, with themselves.
Educated in business psychology in Munich and in fashion brand management at Polimoda in Florence, he pairs an understanding of what people want with a strategic view of the fashion business. His years in the Munich luxury goods industry surfaced a gap, a market crowded with trend chasing yet short on timeless, Europe made pieces, and HACOY was his answer to it, built with designer Romana Tricoli on timeless design and uncompromising quality.
He sets the direction of the brand, from the systems that keep a piece in the world longer to the letters that open in the app, written to the people who carry HACOY with them.
On stage
Maximilian speaks about Meet your piece, the passport every HACOY piece carries, and what it takes to run it in practice.
7 October 2026, online.
In a session hosted by the German textile network DTB together with DIN, Maximilian showed Meet your piece live as a practice example.
1 October 2026, TW Sustainability Day, Cologne.
A conversation with Stefanie Sumfleth of bonprix on how a passport for each piece works in practice, moderated by Kirsten Reinhold of TextilWirtschaft. The programme
2 March 2026, Paris Fashion Week.
At the closing event of the NEB Fashion Adaptor by EIT Culture & Creativity, Maximilian presented HACOY, the only brand from Germany among twelve. The event