1017 Alyx 9SM

1017 ALYX 9SM is a fashion brand centered on streetwear, luxury apparel, and functional accessories. It was founded in 2015 by American designer Matthew Williams. The label initially developed under the name Alyx and was later styled as 1017 ALYX 9SM; “1017” refers to the founder’s birth date, while “9SM” is associated with the address of the studio used during the brand’s early New York period. Its design language draws on American street culture, music, industrial design, and outdoor equipment, combining technical construction, metal hardware, modular details, and luxury-fashion silhouettes. The Rollercoaster Buckle, used across belts, bags, and other accessories, became one of the label’s most recognizable signatures. Its product range includes apparel, footwear, bags, belts, jewelry, and other accessories. The brand targets high-end fashion consumers interested in design, materials, and functional detailing. After Matthew Williams became Givenchy’s artistic director for both women’s and men’s collections in 2019, the label became closely associated with his broader design practice, while continuing to operate under its own name. It primarily serves international luxury-fashion and high-end streetwear markets.

1017 ALYX 9SM was founded in 2015 by American designer Matthew Williams and initially appeared under the name Alyx. Williams brought experience connected to American street culture, music, and apparel design into the label, combining industrial design, outdoor equipment references, and functional clothing details. The name later developed into 1017 ALYX 9SM, creating a more distinctive identity for the brand. The label initially placed strong emphasis on womenswear and accessories before expanding into menswear, footwear, bags, and other fashion products. Its design language commonly focuses on structure, durable materials, metal hardware, and adjustable components, with details such as the Rollercoaster Buckle providing continuity across product categories. As the label gained recognition in international fashion, it developed from an emerging brand associated with a New York street-culture context into a high-end fashion label operating in European fashion centers including Milan. In 2019, Matthew Williams was appointed artistic director of Givenchy, increasing his visibility within the international luxury-fashion industry and linking 1017 ALYX 9SM to a broader haute-fashion design context. The brand has continued to release apparel, accessories, and footwear under its own name, although independently verifiable information about its ownership, operations, and finances remains limited.

1. 2019Matthew Williams Joins Givenchy

   Matthew Williams was appointed Artistic Director of Givenchy, further enhancing his influence in the international luxury fashion scene.

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2. 2015Brand Founded

   Matthew Williams founded the brand, initially operating under the name Alyx.

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High-end streetwear and luxury functional accessories brand

• Rollercoaster BuckleAccessories

  Belts and related accessories built around a metal buckle inspired by rollercoaster safety hardware. They are among 1017 ALYX 9SM’s most recognizable offerings and express the brand’s focus on industrial construction, function, and visual identity.

• Apparel collectionsReady-to-wear

  High-end womenswear and menswear collections that commonly use structured silhouettes, functional details, metal hardware, and technical fabrics to connect streetwear references with luxury-fashion design.

• BagsBags

  Bags emphasizing practical construction, buckles, and adjustable components, extending the label’s industrial aesthetic and functional-accessory language.

• FootwearFootwear

  Footwear incorporating the brand’s technical sensibility, outdoor-equipment references, and street-fashion style as an extension of its apparel and accessories system.

1. Matthew Williams — The Business of Fashion
2. Givenchy Heritage