In July 2026, a red embroidered cap reading "Switzerland Great Since 1291" went viral within hours after Swiss President Guy Parmelin wore it publicly during the FIFA World Cup 2026 in Vancouver.
Why "Switzerland Great Since 1291" went viral
The slogan is a tongue-in-cheek nod to "Make America Great Again" — Switzerland, the joke goes, doesn't need to "become great again," because it has been great since 1291, the year the Swiss Confederation was founded through the Federal Charter signed by the cantons of Uri, Schwyz, and Unterwalden.
The Switzerland Great Since 1291 cap
Our take on the cap that made headlines comes in two versions: the Original, with a classic six-panel structure and adjustable strap, and the Flexfit, with a stretch-fit band for all-day comfort. Both feature the "Switzerland Great Since 1291" front embroidery, a Swiss cross, and an Edelweiss detail.
This is not the cap worn by Guy Parmelin: it is our own interpretation of the phenomenon that went viral thanks to his public appearance at the 2026 World Cup, never made, worn or endorsed by him. Our caps are inspired by Switzerland, but not made in Switzerland.
Where to buy the Switzerland Great Since 1291 cap
Looking for the original Switzerland Great Since 1291 cap? Shop both models with premium embroidery and worldwide shipping.