Mexx is a fashion brand with a rich history that dates back to its creation in the Netherlands in 1986. Founded by Rattan Chadha, Mexx emerged from the merger of two existing brands, Moustache, catering to men, and Emmanuelle, catering to women. The unique name Mexx was formed by combining the initials of these brands, M for Moustache and E for Emmanuelle, along with “XX” representing two kisses. This clever branding move, coupled with the memorable advertising campaign “Everything should be XX,” quickly captured the public’s attention and set the stage for Mexx’s rise in the fashion industry.

Over the years, Mexx expanded its offerings to include women, men, and children’s clothing, establishing a strong international presence with stores in more than 50 countries. By 2010, the brand was producing 40 million pieces annually, making it one of the top thirty largest fashion brands in Europe. However, Mexx faced challenges in the following years, including declining sales and store closures. In 2001, the brand was acquired by American company Liz Claiborne, only to be sold again in 2011 to a joint venture with the Gores Group. Despite these challenges, Mexx continued to innovate and adapt to the changing market landscape.

The journey of Mexx took another turn in 2014 when several of its holding companies declared bankruptcy. This setback, however, led to a fresh start in 2015 when the brand was acquired by the Turkish clothing and retail company Ero?lu Holding, known for its popular Colin’s brand. This acquisition aimed to leverage Mexx’s strong brand recognition in Europe to expand Ero?lu’s market reach. In 2017, Mexx returned to Dutch ownership under RNF Holding and relaunched its shoe collection in 2018. The brand’s revival continued with the Spring/Summer 2021 collection, designed from their new office in Drunen, Netherlands, and marked by a renewed focus on the iconic “Everything should be XX” slogan. Today, Mexx remains a symbol of stylish, casual wear, continuing to make its mark in the fashion industry, including a notable return to the Canadian market through a distribution deal with Walmart Canada.

Y2K “Waterlove” Mexx TV Commercial

How to tell if Mexx is vintage from the logo

Mexx is a popular brand known for its casual and stylish clothing. Over the years, Mexx has made subtle changes to its logo, which can help identify the era of a piece. The logo is a good starting point for identifying vintage Mexx items. Below is a detailed look at the Mexx logo used from 1986 to the present day.

1986 to now Mexx logo

• The logo features the text “MEXX” in a bold, uppercase font.
• The letters are evenly spaced and have a modern, clean look.
• The “E” has a distinctive angled cut in the middle, which is a key identifying feature.
• The use of a solid, sans-serif typeface reflects the brand’s contemporary style.
• There are no additional design elements or embellishments, keeping the logo simple and minimalist.

1986 to now Mexx logo

How to tell if Mexx is vintage from the tags

Mexx, known for its casual and trendy designs, has evolved its branding and tags over the years. The evolution of Mexx’s tags can help in identifying vintage pieces. Here’s a guide to help you recognize vintage Mexx clothing from the 1990s to the 2010s based on the tags.

Having trouble identifying vintage tags or labels? Upload a picture on our vintage tag identification page, and we’ll assist you!

1990s vintage Mexx tags

• Typically featured simple, minimalist designs.
• The logo often displayed in a straightforward, sans-serif font.
• Tags were generally black or dark-colored, with white lettering.
• Occasional use of a border around the tag for emphasis.

1990s Mexx tags

2000s vintage Mexx tags

• Tags began to incorporate more branding variations, including “Mexx Women” for specific lines.
• Use of contrasting colors, such as black tags with white or silver lettering.
• Introduction of different textures and materials for tags, providing a tactile element.
• Some tags featured additional design elements, like small decorative icons or patterns.

2000s Mexx tags

2010s vintage Mexx tags

• Continued evolution with a more modern, streamlined look.
• Increased use of bold fonts and clearer branding elements.
• More diverse color palettes, including red tags and variations in gray.
• Emphasis on brand distinction with tags like “XX by Mexx” for sub-brands.

2010s Mexx tags