Guy Parmelin’s red cap «Switzerland Great Since 1291» went viral after the Swiss national team’s 3-1 World Cup win over Algeria on July 12, 2026. Within hours, the image spread across social media and global press - and demand for the cap skyrocketed. «We’re now shipping 3,000 caps a day», says Mario Lang of Landjäger.ch. Orders are pouring in from around the world, and the small company is running flat out: «Thirty people are working around the clock to keep up.»
What’s behind the trend?
The cap’s slogan «Switzerland Great Since 1291» echoes Donald Trump’s «Make America Great Again» hats, but Parmelin played it down. «No, absolutely not,» he told Radio RTS when asked if he was taking a dig at Trump. He insisted his aim was simply to show Swiss presence at the match. Yet the stunt sparked a wave of pride. «I was surprised by the reaction,» Parmelin said. «It shows how proud Swiss people are of their heritage and history.»
Marketing expert Johanna Gollnhofer of the University of St. Gallen sees two audiences in the cap’s success. «To outsiders, it signals Swiss national pride,» she explains. «But it also appeals to people who want to poke fun at U.S.-Swiss tensions in a lighthearted way.» The cap, she says, «is an expression of identity.»
Why does the slogan resonate?
The cap’s appeal lies in its simplicity and double meaning. The phrase «Switzerland Great Since 1291» nods to the founding year of the Swiss Confederation - while feeling like a playful counter to political slogans. Lang confirms: «The slogan is timeless. Even without Trump, it’s a piece of Swiss pride.» The cap now comes in multiple colors and designs, but red remains the top seller.
The buzz isn’t random. Switzerland is in strong form at the World Cup. After beating Algeria 3-1 on July 12, 2026, their recent record reads three wins, one draw, and one loss in the last five games (LDWWW). Their next match is a tough away trip to North Macedonia on September 26, 2026 - a game fans will approach with fresh momentum.
