I started writing the name of my brand, HACOY, in capital letters for a simple reason. The act of typing each letter with deliberate care is a small ritual that reminds me of the importance of discipline in every aspect of life.
I grew up painting and still keep one or two brushes by the window as a reminder to slow down. It's there I learned that creating beauty requires patience, persistence and an attention to detail. This practice of slowing down and focusing on one letter at a time helps me maintain clarity and precision in both my artistic and entrepreneurial endeavors.
I build small AI agents in Lithuania to handle parts of running the brand I no longer want to do by hand, but even then, this process requires a level of discipline. Writing HACOY in caps is a quiet moment where I take back control over something that could easily be automated or delegated. It's about maintaining a personal touch and reminding myself not to lose sight of the craftsmanship that goes into every piece of clothing we make in Italy.
As an ethical fashion brand, HACOY stands for more than just aesthetics, it embodies conscious living and non linear thinking. By paying attention to small details, like how I type the brand name, I ensure that each decision aligns with our core values. This discipline is what allows me to move forward in my work with focus.