Luxury streetwear at its finest, 1017 ALYX 9SM is the newest addition to our designer range here at Aphrodite. Founded in 2015 in New York, the brand is known for its edgy take on utility, opting for more chaotic designs and using its iconic rollercoaster buckle and metal lighter clip throughout various styles.

History of the brand.

Founded in 2015 after working for and around individuals such as Virgil Abloh, Kanye West, Lady Gaga, and Heron Preston, Matthew decided it was time for him to create his own brand, and thus, 1017 ALYX 9SM was born. Williams describes this transition as ‘marking the beginning of finally doing my own thing’.

Despite the brand’s name seeming nonsense, there is a method behind the madness, ‘1017’ stands for the 17th of October, this day is significant as it is Matthew’s birthday. ‘ALYX‘ is the name of Matthew’s eldest daughter, and ‘9SM’ stands for 9 Saint Mark’s Place, the address of the brand’s first studio.

With a heavy influence from his upbringing in California and New York, creative sparks also often come from his commitment to detail innovation and his strive to push fresh ideas forward. Williams describes his influence, ‘I didn’t decide one day to develop a speech on street culture: it is part of me, part of my childhood and my adolescence. I grew up in a seaside town in California in the 90s. Street culture was at the heart of children’s lives from the age of 7. Rap was the most popular music, and surfing and skateboarding had an important place in the lives of children, but also in the lives of their parents. So, you could say that it’s part of my identity. I just come from there’.

Williams has firmly cemented his position in the fashion scene, with the use of sustainable and technical fabrics, producing his elite garments following his extensive research and development into the brand.

Products.

Collaborating with Moncler, Dior, Blackmeans, and Nike, the catalogue of styles and wide range of designs available from the brand is vast. From shirts to trousers, t-shirts to bags, and even jewellery, the designs created by 1017 ALYX 9SM are near endless. ALYX also offers a versatility factor unrivalled by others thanks to their use of industrial statement accessories and technical fabrics. All of 1017 ALYX 9SM’s products, from sweatshirts to jewellery, are made with high-quality materials, whether cotton, wool, metal, or leather. Kickstarting our collection of ALYX, monochrome pieces are displayed, delivering a wide range of layers and staple options to add to your daily rotation.