16 september 2026
‘Corporate responsibility is everybody’s business’: HVEG Group releases 2025 Better Everyd...
HVEG Group has released its Better Everyday Report 2025, charting the international group’s on...
Building on forty years of heritage, iconic fashion brand Mexx is embarking on a renewed strategic direction. With the introduction of an updated brand identity, the debut of the Fall/Winter 2026 collection, and the launch of an overhauled website, the brand reclaims its relevance within the global fashion industry. Following the acquisition of RNF Group […]
| Building on forty years of heritage, iconic fashion brand Mexx is embarking on a renewed strategic direction. With the introduction of an updated brand identity, the debut of the Fall/Winter 2026 collection, and the launch of an overhauled website, the brand reclaims its relevance within the global fashion industry. Following the acquisition of RNF Group by HVEG Fashion Group in late 2024, HVEG is proud to highlight the milestone achievements driven by the team at Mexx to bring a renewed vision to life. Reclaiming the core: Dutch By Design Founded in 1986 through the merger of brands Moustache (M) and Emanuelle (E) — sealed with two kisses (XX) by founder Rattan Chadha — Mexx was built on joy, wit, human connection, and clothes designed for real life. The brand reset is a deliberate return to the foundational values that made Mexx matter, updated for the world as it exists today. Under the core brand identity Dutch By Design, Mexx embraces functional clarity, directness, and confidence without pretence. The collections focus on how people actually live, seamlessly moving between professional environments, family life, and social occasions, offering effortless elegance, premium craftsmanship, and honest value. Key visual and strategic shifts The refreshed brand system introduces three central pillars: Elevating the “e” to a brand icon: The signature “e” transitions from a simple letter within the wordmark into a standalone graphic icon. It now acts as a recognisable mark across products, trims, packaging, and communications as a graphic signature with its own presence. A distinctive colour palette: Mexx anchors its visual language in timeless black and off-white, paired with indigo blue — a colour deeply tied to Dutch heritage, workwear, and denim. Purposeful design & material durability: Mexx doesn’t claim before it earns, rejects greenwashing and empty claims, committing to design for longevity. Fabrics are selected for durability and quality, backing up promises with transparency and responsible sourcing. Digital landmark: the new website is live This strategic transformation culminates in both physical and digital touchpoints. Along with the rollout of the Fall/Winter 2026 collection, built around key categories including denim, tailoring, knitwear, and shirts, Mexx has officially launched its redesigned digital platform at mexx.com. The new online space delivers an elevated, cohesive experience that cements the new identity across all global customer touchpoints. Building synergy at HVEG Fashion Group Building an iconic international lifestyle brand requires focus, operational strength, and synergy. From strategic brand direction and product development to supply chain excellence and wholesale partnerships across international markets, Mexx demonstrates the momentum created through cross-group collaboration within HVEG. HVEG Fashion Group congratulates the entire team at Mexx and all partners involved in achieving this significant milestone. Explore the renewed brand experience at mexx.com. |
