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Our Story

As a young lingerie trader, Shirley Schoonebeek had two high-end lingerie shops. Six years later she opened an underwear store for men and women in Schiphol Plaza. A modern store in an international location where men don't have to be afraid of walking into a lingerie shop. After a few years in the industry, she was looking for a brand with a story - something to talk about, to think about - something different than the rest. When she couldn't find this, she decided to create it herself. It should not be a brand that would follow the trends, so she collaborated with real artists to create unique prints: a label that would address men to embrace their inner 'Bad Boy'. This collaboration resulted in the brand as we know it today. Muchachomalo grows and innovates in the field of materials and fit and is increasingly expanding in different designs and colors.

What Muchachomalo stands for

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Life does not come with a manual. Fortunately, because if we had to follow rules, we miss all the fun. We are young, adventurous and go straight to our goal.

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Wearable Art

Art on the wall or on your fireplace? Great! But art that you wear with you sees that. We make it possible! Wear Art!

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Fashion about comfort? That is not necessary at all! Not only our products, but all our business processes are full-comfort for you. Experience it for yourself.

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The Muchachomalo

The Muchachomalo, Spanish for 'Bad Boy' is authentic. It is inspired by the Spanish 'Estilo de Vida, Capre Diem Y Corazon': Play the day with all your heart and make everything you want possible. His inner rebel is naughty and playful. He is confident, knows his thoughts, is focused on his goals and he takes risks. When a natural leader resonate his ideas and enthusiasm with others. He works hard and breathes steam during his adventurous weekends. He is rarely alone. Friends appreciate him for his courage and honesty. Women find him extremely attractive. He is charming, takes care of himself, is fit and confident. He is independent and a bit mysterious. The Muchachomalo man inspires and surprises. And like most men, he never 'really' grows up ... That little 'Bad Boy' Schittering is never far from the surface.

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The future

More than 30 million Muchachomalo boxer shorts have been sold in recent years. Our national and international retail distribution is as hard as stone. And we are ready to take on an even bigger adventure and our first step has been focusing on our online presence. To achieve this, an e-commerce team has been appointed with young marketers and content creators; Motivated people who are now an integral part of the Muchachomalo family. Partly by them, the online sales have been eagerly in one year - on our own, without the help of external online marketing agencies. The Sky is the Limit. With our vision and the right resources, unlimited growth is possible.

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Every year, Muchachomalo introduces a collection that tells a story - stories inspired by real life and real feelings - what happens in the world, what people think about, or even the simple beauty of an era or place. Every collection has a message. It gives people something to think about or to talk about. Once a theme has been selected, the design team starts with the artistic translation of a story into portable art. Each print undergoes a selection process before the print is added to the collection. The Muchachomalo Prints are all by hand designing by in-house artists. Muchachomalo makes art portable for everyone.

Global distribution

Muchachomalo works with multiple sales models such as retail, franchises, wholesale, distribution, agencies and market places. With partners and sales teams in 12 countries and more than 1000 POS worldwide and shop in shops.