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1017 ALYX 9SM - Metthew Williams' intriguing brand.


The creator of the 1017 ALYX 9SM brand Matthew Williams is known to many mainly as the creative director of fashion house Givenchy. The designer founded his brand in 2015, but it has quickly gained a lot of recognition, including collaborations with celebrities such as Kanye West and Lady Gaga.
The puzzling, and let's not hide it, rather complicated, name of the brand sounds intriguing. Starting with the number 1017, which marks the creator's date of birth (17 October 1985), ALYX is the name of his eldest daughter, and 9SM refers to the previous address of Alyx Studio located in New York at the time. Today, the brand's headquarters are in Italy and all collections are produced there.
Interestingly, it all started with the production of women's clothing and accessories. It was only two years later that the brand introduced, its proposals for men.

An attribute that sets the brand apart from others is undoubtedly the distinctive buckle, designed to mimic those found on the seat belts of rollercoasters. Williams describes the buckle as a kind of trademark that, in addition to its functional and aesthetic qualities, is part of the brand's DNA.

Matthew is committed to the transparency of his brand, aided by blockchain technology that allows him to accurately track and document the life cycle of a product and each stage of its creation. This allows his customers to find out the origin of the raw materials, where and when the designs under the 1017 ALYX 9SM banner were sewn.

At the moment, the brand can boast joint projects with brands such as Stussy, Nike or ROA, and this is certainly not the end of fruitful collaborations.


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