In 2007 we had a revelation: In every man is a boy... a
Creative minds, crammed with ideas, wanted to create a
brand that is fun and different, who challenge your
mind, that converge and fuse into YOUR lifestyle,
and make you think about YOUR identity.
In 2007 MUCHACHOMALO* was born!
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
Every year MUCHACHOMALO introduces a theme that
tells a story. This story is artistically translated into a
piece 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
The MUCHACHOMALO prints are all hand drawn by inhouse
MUCHACHOMALO makes art wearable for everyone.