Taking inspiration from Don Quixote’s faithful steed — Rocinante — who carried the Errant Knight on his adventures, the brand was founded as a vehicle to pursue creative projects the world over. Hope you’ll join us tilting at windmills!
“Four days were spent in thinking what name to give him, because (as he said to himself) it was not right that a horse belonging to a knight so famous, and one with such merits of his own, should be without some distinctive name, and he strove to adapt it so as to indicate what he had been before belonging to a knight-errant, and what he then was; for it was only reasonable that, his master taking a new character, he should take a new name, and that it should be a distinguished and full-sounding one, befitting the new order and calling he was about to follow.”
“And so, after having composed, struck out, rejected, added to, unmade, and remade a multitude of names out of his memory and fancy, he decided upon calling him Hackafore, a name, to his thinking, lofty, sonorous, and significant of his condition as a hack before he became what he now was, the first and foremost of all the hacks in the world.“
Miguel de Cervantes Saavedra, El ingenioso hidalgo Don Quixote de la Mancha (1605)