The Origins of a Rock-Inspired Vision

Long before 2008, Mayra had been searching for stylish and colourful fashion that expressed her identity as a rock fan. But nothing on the market came close to what she wanted. So she decided to learn how to produce clothes herself—first just for her own use. Her bold and unique style quickly drew admiration, and friends began asking her to design for them as well.

Founding Priscila Rock in Argentina

In 2008, encouraged by this demand, she took a courageous step: while raising her young daughter as a single mother, she founded her own label in Argentina. She named it Priscila Rock, after her daughter Priscila. From the very beginning, she worked with an all-female team of independent professionals, building not only a brand but also a community of women supporting women.

A Voice for Argentina’s Rock Culture

Over the years, Mayra succeeded in building a loyal fan community—people who shared the same values and a deep love for authentic rock music. Argentina is home to many great rock bands that unfortunately remain little known outside the Spanish-speaking world, and Mayra’s fashion became a voice for this vibrant culture. She is also a personality who naturally draws attention. Walking through Buenos Aires with her, it is not unusual for fans to stop her for a selfie, greet her excitedly, or simply recognise her on the street. For many of her followers, she is more than a designer.

Going Global to Empower Women in Argentina

Now, as Mayra steps onto the international stage, her mission goes beyond fashion. By expanding globally, she aims to strengthen and support the network of women suppliers and artisans she has built in Argentina—creating new opportunities for them and helping her home country thrive through international collaboration. Going international, for her, means giving back to Argentina.

The AC/DC Connection: Where Rock Meets Design

Years later, during an extended trip abroad in 2024, Mayra attended an AC/DC concert in London. There she met Pete Metzinger, a German and Swiss lifelong fan of the band. Pete had first seen AC/DC live in 1980 and had followed them ever since, on average once per every single year of his life. For decades, he had been searching for something else: fashion that carried the identity of a rock band yet was sophisticated enough to wear not only at concerts but also at meetings and networking events.

The Birth of Priscila Rock International

When Pete discovered that Mayra had been creating exactly this kind of rock-inspired fashion in Argentina, the idea for a new international brand was born: designer fashion for rock fans.
Their vision was clear: to offer stylish, high-quality clothing for people who love the spirit of rock, who may not all be hardcore fans, but who appreciate iconic bands like AC/DC and are willing to pay for true quality.

From Buenos Aires to Switzerland via Italy: Launching the AC/DC Collection

By autumn 2024, work on a business plan had begun. In December, they had their first meeting with AC/DC’s licensing marketers and agreed to bring the idea to life. Their debut collection was planned as a limited edition and something the market had never seen before: designer Hawaiian shirts for AC/DC fans who care about style.

Soon after, Pete’s friend Urs Häusermann, an online marketing expert and AC/DC fan himself, joined the project. In March 2025, they officially founded Priscila Rock International in Switzerland, as the sister brand to Mayra’s Argentinian Priscila Rock.

And soon after Mayra and Priscila Rock International won a Swiss Startup Challenge award, organised by 'Ladies Drive', as Swiss businesswomen network and magazine.

Sustainable Designers Rock Fashion: Organic Cotton and Innovation

They partnered with a producer in Italy—an innovator mastering the relatively new technique of printing on organic cotton. For Pete, who has been committed to sustainability since 1982, this was essential. The shirts were produced with organic cotton and printed using natural pigments, specially treated to remain vibrant and fade-resistant. An additional silver solution treatment made them antibacterial and odour-neutral.

Pete and Mayra discovered this last feature by accident: after a concert in Madrid in 39° heat, Pete realised the shirt he wore still had no trace of sweat odour the next day—a powerful confirmation of its unique quality.