1017 Alyx 9SM

Having grown up under the Californian sun and the disco balls of L.A., Matthew Williams discovered his interest in fashion, especially the styles of the 90s skater scene, as a young man. As he says himself, his affinity with rap, Djing, skating and surfing is part of his identity. Even though he only completed one semester of art classes, he found his way into the fashion world through jobs and acquaintances. The young talent was just 21 years old when he was discovered by rapper Kanye West: The star was so impressed by a stage outfit with integrated LEDs that he immediately gave Williams a job in his creative team. A fruitful collaboration also resulted from a chance encounter with Lady Gaga and collaborations with major fashion houses such as Moncler followed over time.

The project 1017 ALYX 9SM is a very personal project for the designer. The name of the brand that was launched in 2015 with logo T-shirts is a combination of William’s date of birth, the name of his eldest daughter and the address of his first fashion studio in New York City. However, 1017 ALYX 9SM moved to Italy in favour of its tailoring expertise, obsession with details, material quality and sustainable production. Williams believes that his very personal understanding of the designs for his collections and of what fashion is able to express, what it can make relevant and what demands are placed on it every day differentiates 1017 ALYX 9SM from the popularity of other brands. The innovative designer’s inventive creations combine streetwear and high fashion more skilfully than almost any other fashion label.

The “Rollercoaster” buckle that is found on belts and jewellery, like the signature chain bracelet from 1017 ALYX 9SM, as well as on bags, trousers and jackets, is one such detail that takes an element from everyday life, the music scene or rapper lifestyle into the fashion world. Shop the latest collection of timeless 1017 ALYX 9SM T-shirts, hoodies, jumpers, bracelets or jackets for men in your size at BRAUN Hamburg and get the complete streetwear look with cool sneakers or robust boots, jeans and a baseball cap.