Mexx is a famous youth brand originally from the Netherlands, created in the 80s by an emigrant from India. Currently owned by Eroglu Holding, Turkey. As mentioned above, Mekh emerged in the 1980s (1986 to be exact) as a result of the merger of two brands curated by Rattan Chadha: the women's Emanuelle and the men's Moustasche, which specialized in clothing. Taking the letter “M” from Moustasche and “E” from Emanuelle, the author added two “Xs” to them, each of which means “kiss” in colloquial English. It came out Moustasche + Emanuelle = a couple of kisses – MEXX. Taking a course on youth themes and “modern lifestyle”, the brand successfully began to develop, gradually adding new dimensions to itself: shoes, accessories, perfume, a children's line, home accessories... So, at the peak of its activity, Mexx developed up to 13 directions and 11 styles within them, present in more than 60 countries. Therefore, or due to a combination of factors, by 2010 Mexx had accumulated a conglomerate of problems associated with poor management, marketing miscalculations and the specifics of lending to new projects. Several attempts at revival did not produce a significant surge in sales, and in 2014 a court in Amsterdam began bankruptcy proceedings. In 2015, the remains of Mexx were bought by the Turks and activity resumed, albeit in significantly smaller volumes than before. It should be noted that shoes have never been Mexx's specialty; clothing prevailed in their collections. However, as part of the outfit, trendy men's and women's shoes were present in each of their new collections.