Press

Mexican streetwear, hand-embellished – from 26 October 2026 at www.ayguey.shop, from 3 November in the store at Torgasse 6 in Zurich.

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• Media kit (PDF, German) – link to follow
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At a glance

What

The Mexican streetwear brand ¡Ay Güey! officially launches in Switzerland – first online, then with its first store in Europe in Zurich.

When

Online shop www.ayguey.shop live from Monday, 26 October 2026. Store at Torgasse 6, 8001 Zurich: opening on 3 November 2026.

Who

MYMELANDO AG, Merlischachen SZ – official distributor for Switzerland and the EU.

What's on offer

Around 100 designs at launch, for men, women and kids: T-shirts, swim shorts and accessories from Mexico, the shirts hand-embellished with rhinestones, studs, flock and puff print. Prices from CHF 49.

Special

Every shirt is hand-embellished in Mexico – rhinestones, studs, flock and puff print, in small batches.

Service

Shipping from Switzerland with A-Post Plus, free until 31.12.2026. Exchanges in store. Shop in German, French, English and Spanish.

Next

Germany, Austria, France and Spain will follow in November 2026 with shipping from a warehouse in Germany.

Press release

Press release · Zurich / Merlischachen, 26 October 2026

Cult streetwear from Mexico: ¡Ay Güey! launches in Switzerland – Zurich store to follow in November

From today, the Mexican streetwear brand ¡Ay Güey! is officially available in Switzerland. MYMELANDO AG from Merlischachen SZ operates the brand's first official online shop in Europe at www.ayguey.shop – in four languages, with shipping from Switzerland. On 3 November the first store opens at Torgasse 6 in Zurich. The range: hand-embellished shirts with calavera motifs and Aztec symbols – and a brand name that was once considered too cheeky in Mexico.

¡Ay Güey! was founded in Mexico City in 2007 by Miguel Ángel Rodríguez and, with more than 100 points of sale, is today one of the country's best-known streetwear brands. The shirts are designed and made in Mexico; rhinestones, studs, flock and puff print are applied by hand. The motifs come from Mexican pop culture: calaveras and Día de los Muertos symbolism, Aztec symbols, eagles, masks. There is also a small Lucha Libre special collection, developed with the luchadores Blue Demon Jr. and Tinieblas Jr.

The name is an exclamation – something like «Wow!» or «Dude!». When the brand started, Mexican shopping malls demanded that it be shortened to «A.G.» because it was considered offensive. Today it stands in capital letters above the stores.

«Switzerland is our first market in Europe, and that is no coincidence: here, an audience that values quality and craftsmanship meets a great curiosity about Mexico. We want to show that streetwear from Mexico is more than a souvenir – it is identity, and you wear it with pride on your chest», says Miguel Ángel Rodríguez, founder of ¡Ay Güey!.

Shipping from Switzerland, exchanges in store

At launch, around 100 designs for men, women and kids are available – besides T-shirts also swim shorts and accessories – with prices from CHF 49. Orders are shipped from Switzerland with A-Post Plus; shipping is free until the end of the year. Newsletter subscribers receive a 10 percent welcome discount. The shop is available in German, French, English and Spanish.

On 3 November the store at Torgasse 6 near Bellevue in Zurich follows. Shirts bought online can be exchanged in store; gift cards are available online and on site. Selected styles are already available today at the Mexican shop La Guadalupana at Feldeggstrasse 53 in Zurich.

«I got to know the brand in Mexico and wondered why it wasn't available in Europe. Now it is – first in Switzerland, with a warehouse here and a store in the heart of Zurich. Switzerland is our benchmark: if the brand works here, it works all over Europe», says Robin Lingg, founder of Ay Güey Europe.

Germany, Austria, France and Spain will follow in November with shipping from a warehouse in Germany.

About ¡Ay Güey!

¡Ay Güey! is a Mexican streetwear brand founded in Mexico City in 2007 by Miguel Ángel Rodríguez. The clothing is designed and made in Mexico and is known for hand-embellished shirts with rhinestones, studs, flock and puff print and for motifs from Mexican culture. In Mexico the brand is present at more than 100 points of sale.

About Ay Güey Europe / MYMELANDO AG

MYMELANDO AG, based in Merlischachen SZ, is the official distribution partner of ¡Ay Güey! for Switzerland and the EU. It operates the online shop www.ayguey.shop and, from 3 November 2026, the store at Torgasse 6 in Zurich.

Short version (approx. 90 words)

Zurich (26.10.2026) – The Mexican streetwear brand ¡Ay Güey! is now officially available in Switzerland. MYMELANDO AG from Merlischachen SZ operates the brand's first official online shop in Europe at www.ayguey.shop; on 3 November a store opens at Torgasse 6 in Zurich. ¡Ay Güey! was founded in Mexico City in 2007 and is known for hand-embellished shirts with calavera motifs and Aztec symbols. Shipping is from Switzerland; Germany, Austria, France and Spain will follow in November.

Factsheet Ay Güey Europe

Online shop

www.ayguey.shop · live from 26 October 2026 · German, French, English, Spanish · CHF (EU: EUR)

Range

around 100 designs at launch – T-shirts, swim shorts, accessories; men, women, kids (1–14 years); prices from CHF 49; gift cards CHF 50 to 1,000

Shipping Switzerland

from Zurich with A-Post Plus (with tracking); free until 31 December 2026

Store

Torgasse 6, 8001 Zurich · opening 3 November 2026 · Tue–Fri 11am–7pm, Sat 10am–6pm · Tel. +41 43 548 74 70 · exchanges of online orders

Other point of sale

La Guadalupana, Feldeggstrasse 53, 8008 Zurich (shop-in-shop)

Newsletter

10% welcome discount with the code WELCOME10

Social media

Instagram and TikTok @ayguey_europe · facebook.com/aygueyeurope · LinkedIn: Ay Güey Europe

Images – free of charge for editorial use

All images are free of charge for reporting on ¡Ay Güey!. Credit: «¡Ay Güey! / Ay Güey Europe». Click an image for full resolution; the ZIP with all images is available via presse@ayguey.shop.

Questions and answers

What does «¡Ay Güey!» mean?

An everyday Mexican exclamation – surprise, amazement or annoyance, depending on the tone; roughly «Wow!» or «Dude!». «Güey» used to be rude; today it is slang among friends. Exactly this cheekiness is part of the brand.

Where and how is it produced?

In Mexico, in the brand's own workshops in the greater Mexico City area. The embellishments are applied by hand.

Why Switzerland first?

The founder is Swiss; warehouse, shipping and store are here. Switzerland is a demanding, multilingual test market – ideal before the EU follows.

Why a store when everyone buys online?

Because hand-embellished shirts want to be touched. The store is a showroom, exchange point and meeting place – in the heart of Zurich's old town.

What does a shirt cost?

From CHF 49. The price reflects handwork and small batches – not a fast-fashion product.

Who are Blue Demon Jr. and Tinieblas Jr.?

Two of Mexico's best-known masked wrestlers, sons of Lucha Libre legends. Their collections are officially licensed and developed with them.

Are all prices final prices?

Yes. All prices are in CHF including VAT; duties and fees are paid.

Ay Güey Europe press office

Media enquiries

presse@ayguey.shop

Contact person

Robin Lingg, founder Ay Güey Europe · +41 43 548 74 70 (German, English, Spanish, French)

Interviews

Robin Lingg (in person or by phone) · Miguel Ángel Rodríguez (Mexico City, by video, Spanish/English)

Photo appointments

Store at Torgasse 6, Zurich, from 3 November – on request also before the opening

Company

MYMELANDO AG · Burgstad 2 · 6402 Merlischachen · www.ayguey.shop