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With years of experience in the streetwear and music industry as co-founder of Been Trill along with designers like Virgil Abloh and Heron Preston, Matthew Williams launched his own brand 1017 Alyx 9sm in 2015. The brand’s cryptic name is derived from William’s birth date of October 17 (10/17), his eldest daughter’s name, and the birthplace of the brand (9 St. Marks Place). A mix of luxury and streetwear, Williams is inspired by skate culture, punk music, and clubbing, and incorporates industrial and techwear elements.
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