MY X by CONNEX

Region

Romania

Associated With

CONNEX - Romanian mobile network behind the label

Defining Feature

A mobile-network fashion boutique with phone-oriented clothing and accessories

Status

Discontinued - CONNEX withdrew from clothing in 2000

Overview

MY X by CONNEX turned a Romanian mobile network into a clothing and accessories label in 1998.

Its dedicated Bucharest shop paired simple, functional clothes with phone-oriented accessories and Café MY X. The collection followed a CONNEX and ELLE România competition won by student Iuliana Şerbencu, who worked with designer Lisa Gulassa.

MY X goods were also sold through CONNEX shops in six unnamed Romanian cities. CONNEX withdrew from clothing in 2000, then reused the myX name for a mobile portal in 2001.

Why It Mattered

At a time when mobile phones were becoming part of everyday identity, a Romanian network operator attempted to turn its brand into something people could wear. Clothing designed around carrying phones, a dedicated boutique and a café reflected the growing connection between telecommunications, fashion and youth culture.

The experiment lasted only a few years, but its surviving garments and advertising preserve an unusual moment when a mobile operator tried to become a lifestyle brand.

Launch and Retail Details

• The dedicated MY X shop opened on 26 September 1998 at Strada Toma Caragiu 3 in Bucharest.
• The launch announcement scheduled the complete original clothing collection for October 1998, but does not confirm that it arrived then.
• An October 1999 CONNEX and Quasar newspaper advertisement offered a MYX T-shirt with a specified mobile connection.

Design and Campaign

• Iuliana Şerbencu later recalled placing first among ten competition finalists and spending three years on youth collections for the project.
• Business Magazin credits Scala G. Walter Thompson with the MY X name and logo, and says Headvertising later handled the campaign.
• The launch release described clothing for offices, business lunches, home, travel and gyms, alongside bags, watches and other accessories for mobile-phone owners.

Withdrawal and Later Use of the Name

• The exact final trading day and fate of remaining stock are not documented; 2000 is the supported withdrawal year.
• The myX name returned in 2001 for a Romanian mobile portal, not as a revival of the clothing label.
• Vodafone acquired Connex in March 2005, and the operator was branded Vodafone Romania from April 2006; the discontinued fashion line did not become Vodafone.

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