With an unmistakable experimental streetwear aesthetic, Matthew Williams founded 1017 ALYX 9SM after a decade working with the likes of Heron Preston and Alexander McQueen. Since its inception in 2015 its womenswear has gained a cult following thanks to its unique fusion of LA skate culture with New York grit. Combined, they offer a subversive marriage of pragmatic luxury and industrial-inspired streetwear for women. In each collection Berlin youth subcultures serve as inspiration with streamlined tailoring thoughtfully juxtaposed with utility details. Here at END. you’ll find expert craftsmanship with striking logos and typography on its premium sweats and tees mixed utilitarian accents on its coats and trousers. To create its signature womenswear garments, carefully sourced materials are created with attention to sustainable and eco conscious production. Along with its apparel, distinctive jewellery crafted from unconventional materials draws on the label's punk influences, with rings in the shape of lighter caps. However the brand’s rollercoaster belt has proved popular, so popular that Williams now includes the buckle on women’s sneakers, bags, hats and items in all shapes and fabrics. The label’s innovative designs take cues from Williams’ youth, with an edgy spin on utility and safety. A firm feature in each drop is the St Marks Place print, a nod to the label's original studio location. Just look at the brand’s SS23 runway ‘Motion’, the collection presents a co-ed offering of decoded and deconstructed streetwear. With Williams named as Creative Director of Givenchy in 2020, the genre-blurring, future-oriented outlook of 1017 ALYX 9SM continues to burn bright.