‘In every man there is a boy, a bad boy’
That’s the idea behind MUCHACHOMALO (Spanish for ‘Bad Boy’)
The concept of MUCHACHOMALO is based on a way of life; be yourself, enjoy life and don’t get carried away by daily hectic and expectations. The brand is aimed at the tough guy who enjoys life and wearing its own identity. Women stop talking about dolls but men will always talk about their toys. The collection is not only for men but also available for boys, ladies and girls.
The MUCHACHOMALO team consists of versatile, talented young artists, fashion designers and marketers. All productions of the collection and advertising communications are “in-house” conceived and executed. From concepts to the creation of the collection, with supporting photo shoots, media content, and merchandising. This makes MUCHACHOMALO authentic.
Every year MUCHACHOMALO introduces a theme that tells a story. This story is artistically translated into a peice of wearable art. Each collection has a message. It gives people something to think or talk about. Once the theme has been selected, the design team starts with an innovative collection. Each print is going through a rigorous selection process before being added to the collection. The MUCHACHOMALO prints are all hand drawn by in-house artists. MUCHACHOMALO makes art wearable for everyone.
2007 – Where it all started
As a young lingerie retailer, Shirley Schoonebeek had several downtown stores and one at Amsterdam Schiphol Airport. After being in this business for so long, she realized that there was no brand that had a striking image. She decided to create her own distinctive brand. She didn’t wanted to follow trends and fashion designers; she wanted to create a collection with real artists that would design print with a story so there would be more to talk about than just quality and fitting when it comes to boxershorts. She joined her 22 years of retail experience with young and talented artists. This collaboration resulted in a brand with an authentic signature.