California-raised, New York-based Matthew M. Williams started the menswear line to his brand 1017 ALYX 9SM in 2017. Having shaped a decade-long career in the music industry, Williams approach to design has been highly informed by musicians and the fantasy of their on-stage personas. His uniquely modern classic aesthetic is grounded in Californian youth culture and profoundly personal – each piece and idea has some personal attachment to it. Focusing on sporty and streamlined forms and dynamic individualism, collections are experimental, youthful and iconic. The brand has a strong identity formed of beautiful silhouettes, considered technical fabrics alongside striking volumes and deconstructed leathers.