Brands We Desire: 1017 ALYX 9SM

Credit: END. Clothing

Credit: END. Clothing


1017 ALYX 9SM, formerly known as ALYX, was founded in 2015 by designer Matthew Williams. The brand was founded on the power of visual language, creative detail and the research into the construction of garments. Williams wants to provide an ultimate clothing experience.

The luxury brands aesthetics are born from experiences of the designer’s California upbringing and his experience in the entertainment business. The quality of the Italian fabrication used within his collections gives a high sense of luxury.

The name change includes a numerical reference to Williams’ birth date (October 17) and the address abbreviation of ALYX‘s founding studio on St. Mark’s Place in New York City.

Fashion is not just about making clothes. It is an applied art form. It is a way of seeing and an approach to the world. ALYX must be a representation and record of what we believe in.
— Matthew Williams

Matthew Williams was born with creativity in his veins. He has over a decade of experience in the streetwear, music and art industries. Hence why 1017 ALYX 9SM, which despite its name change is just known as ALYX, is an Italian-made luxury label with a strong link to streetwear.

Williams made a name for himself as creative director for Lady Gaga and Kanye West before launching his own label and moving to the point of production in Ferrara, Italy. Now he’s carving out a new niche with eclectic collections of neon socks, military vests and croc loafers – his most recognisable pieces being his leather bags and biker jackets.


1017 ALYX 9SM is available at END. Clothing and