ALYX Announces Name Change and First Runway Show
The label’s Spring/Summer 2019 collection will be presented in Paris.
The brand formerly known as ALYX has announced that it will now go by 1017 ALYX 9SM. In a press release the name’s significance is told:
“The name is symbolic to the brand’s founder and creative director Matthew Williams in that it includes a numerical reference to William’s birth date and address abbreviation of the brand’s founding studio on Saint Mark’s Place in New York City. Staying true to ALYX’s synergistic vision, the brand worked in collaboration with London-based design studio OK-RM to explore how labels convey values, how unique identities are formed and how we can achieve longevity, thus creating 1017 ALYX 9SM.”
The first runway presentation under this new moniker will take place at Paris Fashion Week on June 24. Both men’s and women’s Spring/Summer 2019 collections will be presented. Read more about the doctrine behind the rebranding online.