The Story Behind Switzerland Great Since 1291
On July 5, 2026, during the World Cup match between Switzerland and Algeria, Swiss Confederation President Guy Parmelin showed up at the stadium wearing a red embroidered cap: «Switzerland – Great Since 1291». An ironic phrase, modeled on the famous American slogan «Make America Great Again» — with a clear reversal of meaning: Switzerland doesn't need to become great again. It has been since 1291, the year traditionally considered the birth of the Confederation.
The photo spread across social media and Swiss news outlets within hours. From there, within days, dozens of products inspired by that moment were born.
Switzerland Great Since 1291 was created to offer our own interpretation of that style: an embroidered cap featuring the Swiss cross and Edelweiss, made for anyone who found in that phrase a simple, ironic and proud way to express Swiss identity.
Note: Switzerland Great Since 1291 is an independent project. The product is not made, sold or endorsed by Guy Parmelin, the Swiss Federal Council or any other official body. It references a publicly known current event.