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.
History
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.
History
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.
Significance
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.
Key facts
**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
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
Images are included for historical and archival reference.
Rights holders may contact Forgotten Archive through the publishing account to request a credit correction or removal.
