After spending his formative years working with daring fashion icons such as Lady Gaga, Heron Preston and Alexander McQueen, Matthew Williams founded 1017 ALYX 9SM in 2015 to create his own legacy of unmistakable experimental streetwear.
With a subversive marriage of pragmatic luxury and industrial-inspired streetwear, Alyx’s unique fusion of New York grit with LA skate culture has gained the label a cult following. With each highly anticipated collection, the youth subcultures of Berlin serve as inspiration, whilst streamlined tailoring is 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 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 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 latest 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.