The idea for this name originated from our many different styles of jewellery of which some may be described as “sparkling” jewellery, others may be described as “dark” jewellery. This is why we named our collection with the Latin terms “Lux et Nox” which later developed to LuxXL and . According to the name etNox, this stands for the more rebellious, punk style and individual designs.
Hell Bunny was the first brand to be formed, created to fill a gap in the market for edgy alternative streetwear. Hell Bunny has since gone from strength to strength and is now one of the largest and most popular alternative brands on the streets, famed for its cute and kitsch prints on retro and lolita inspired shapes.
Next came Mercy a brand created as the need arose for a separate brand with gothic, rock and bondage influences.
Spin Doctor is Popsoda most recent addition. It was created for the emerging market in Steampunk clothing and offers a Victorian aesthetic with an anachronistic twist.