Designer Focus

Alyx

The brand is best described as eclectic and infused with subcultural history. The name Alyx refers to Matthew M. Williams' daughter, which immediately portrays the influence of his own life and childhood.

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New Season Collection


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About the designer


Something completely different in the world of fashion is the rise of Alyx. The brand debuted recently in 2015, under the lead of Californian-born creative Matthew M. Williams. He states that his designs reflect his life as a teenager, when he and his wife dropped out of high school and drove around the city. This old-school vibe mixed with Williams' wife's masculine style melt into modern classic designs that are both artful and edgy.

Williams' intention is to create timeless clothing by communicating the authenticity of his collections. Currently New York-based Alyx focuses on personal ideas and an instinctual approach rather than ongoing trends. It's admirable to say the least, that he has never done any runway shows or press presentations, yet his personal project is known to many fashion insiders and celebrities. He previously worked as creative director and shaped visual identities of today's pop culture icons and therefore established a notable fan base.