1017 ALYX 9SM
The brainchild of California native and former music industry creative Matthew Williams, 1017ALYX9SM makes clothes for people who love fashion. They’re bold and daring, without being wacky and unwearable. The brand tiptoes around subcultures and aesthetics remixing them in ways that feel fresh, modern, and now while keeping the clothing relevant in any decade from the 1990’s to the 2090’s. 1017ALYX9SM is predominantly a womenswear operation but has plenty of unisex appeal and just recently created a men’s collection. Naming the brand after his two-year-old daughter, he has been quick to establish signatures. Describing his aesthetic as “modern classic”, Alyx is sporty, streamlined and achingly cool.