Maximilian Alexander Rupp

Maximilian Alexander Rupp is a founder, painter and writer based in Munich. He works on one question in four different materials: what does this actually cost, and what would it take to be honest about it.

In January 2021 he founded HACOY, a slow fashion brand that produces in Italy and Lithuania, publishes its cost breakdowns, and has never run a sale. Before HACOY he founded Studibon, a student benefits platform, and he says openly that at the time he was part of the problem he now works against. He opened a shop in Munich and closed it a year later, which the trade press covered under the line he gave them himself.

He was diagnosed with ADHS at 28, and writes about neurodivergence, mental health and the cost of pretending to be one thing. He paints in acrylic on canvas, with over forty works sold directly to collectors under the name MAR. He runs every AI system his company uses on hardware he owns, and spoke on that at MAIA 2026, Management in the Age of AI.