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Shopping in Madrid: Chido Güey

Chido Güey's the Shop for the DF look here in Madrid

Have you been painfully aware lately that your wardrobe lacks the edgy pop-cultural flair of DF (Mexico City)? OK, perhaps not, but this revelation will hit with full force once you set foot inside Chido Güey.
Hidden on a typical stretch of inner-city Madrid streets among fruterias, pollerias and locutorias, this little shop...

Shopping in Madrid - Chido Güey

Have you been painfully aware lately that your wardrobe lacks the edgy pop-cultural flair of DF (Mexico City)? OK, perhaps not, but this revelation will hit with full force once you set foot inside Chido Güey.

Hidden on a typical stretch of inner-city Madrid streets among fruterias, pollerias and locutorias, this little shop would be easy to miss, but don't pass it up.

The modest storefront ushers you into a truly innovative space. Its vertical structure looks more like a tree house than typical shop: three little floors are stacked one atop the other in loft fashion. Pale yellow walls, vibrant violet railings, and flamboyant Mexican tiles synthesize traditional Latin elegance with the urban hipster snarl. This fashion forward fusion seems capable of assimilating all styles.

The airy entrance floor hosts everything from lucha libre (Mexican wrestling) masks (18 euros) to blacksploitation t-shirts (14-18 euros). These shirts are perfect for summer in Madrid: colorful, unique and devastatingly hip.

Going down a floor the mood changes. Here, a bodega-like cellar with artfully exposed brick showcases several distinct looks. A portion of the merchandise is devoted to rocker regalia focusing on the striped and/or torn look including a series of bags one of which declares “punk as fuck!” (22 euros).

Opposite this display in aesthetic and attitude is a range of shirts sporting brightly colored, modern-primitive animal art. The species featured are all endangered and a portion of the proceeds go toward their protection.

In between these extremes is a third extreme, guayaberas, the more formal short-sleeved dress shirts with elaborate embroidery on the front. Bizarrely enough, none of these items looks out of place in this savvy little shop.

The top floor brings us back to hipster t-shirts and bags. The dominant brand here is the Mexican label Naco. Innovative but sedate bags include one made with a seat belt as a shoulder strap (40 euros).

Throughout the store there is an exhibit of Gloria Torres, a Mexican painter living here in Spain. Her canvases capture the aesthetic of the store perfectly, a mix of secure artistry and reckless abandon. It's this fertile combination of elements that makes Chido Güey ideal for shopping, gifts or cutting edge art - don't miss out.