In 2016, Mexican online retailer Mercadorama began selling a bomber jacket with the words ‘Mexico is the Shit’ boldly emblazoned in all capital letters on its back. The jacket, the brainchild of designer Anuar Layon, was meant to be an apolitical statement of pride; a reminder to Mexicans around the world that their culture is beautiful and brilliant. But its arrival on the streetwear scene happened to coincide with Donald Trump’s arrival on the political stage, which gave the jacket’s message an unexpected lift.
Soon, the slogan took on new meaning for customers offended by Trump’s anti-immigrant and anti-Mexican rhetoric. And when Mexican photographer Carlos E. Lang posted a photo of himself defiantly wearing the jacket across the street from the Trump Tower in New York, its blunt message went viral.
Nearly two years later, demand for ‘Mexico is the Shit’ merch hasn’t dwindled, and the team continues to build on their mission to boldly celebrate Mexican culture. On Saturday, Remezcla joined them to celebrate the kick-off of a new partnership with Dos Equis that will help amplify this goal.
As part of Dos Equis’ recently launched ‘Keep it Interesante’ campaign, MITS will curate a series of pop-up shops and events featuring emerging Mexican talent, streetwear designers, visual artists, and musicians. The program will also include a special edition Dos Equis & ‘Mexico is the Shit’ beer can.
At the kick-off party on Saturday, guests caught DJ sets from Neon Indian, Marcelo Cunning and DJ Chava, browsed the MITS pop-up shop, and posed in front of a specially-commissioned mural from LA-based artist Teddy Kelly. Check out some photos from the night – which included a surprise mariachi performance to ring in Mexican Independence Day at midnight – below.