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When I started my bicycle brand in 2001 a mathematician friend pointed out that my name was a bit long and difficult to remember. It is true that my family name is long and being French means the spelling is not obvious as it ends with a "O" sound but it is spelled "AUX". My name being "Demonchaux" a lot of people including native French don't know how to read it right. Test yourself the correct reading quiz: Is it "Demon" as "Devil & Demons" or like in "Café de Montmartre" ? (<- Hint ^^) Does the last part read as in "Chorizo" or as "Gateau au Chocolat"? (<- Hint wink wink!) What about the "X" at the end? Does it have to be pronounced or not? After some thoughts my friend suggested shortening the name to make it easier to use for everyone. DeMonChauX = DMCX We ended up with DMCX standing for the first letters of each of the three syllables plus the X to give uniqueness to the shortened name. Subscribe to stay connected Sign-up for the DMCX mailing list and receive the latest news and updates! Email Address Click me!