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A high end lingerie ecommerce brand for the modern, strong, independent types. Mx is a gender neutral prefix / honorific, and Smith is a further play on ambiguity & anonymity. Hence, MxSmith is both androgynous and mysterious while being luxurious. IF, IF MxSmith was a woman, she would be a whiskey drinking, tough no nonsense, high flying career woman or business(wo)man. Her apartment looks more like a bachelor pad than boudoir. IF MxSmith was a man, you'd never know what he was wearing under... And frankly, might be shocked to.